Virtual Customer Service Agents: Using Social Presence and Personalization to Shape Online Service Encounters

T. Verhagen, J. van Nes, J.F.M. Feldberg, W.M. van Dolen

Research output: Contribution to JournalArticleAcademicpeer-review

Abstract

By performing tasks traditionally fulfilled by service personnel and having a humanlike appearance, virtual customer service agents bring classical service elements to the web, which may positively influence customer satisfaction through eliciting social responses and feelings of personalization. This paper sheds light on these dynamics by proposing and testing a model drawing upon the theories of implicit personality, social response, emotional contagion, and social interaction. The model proposes friendliness, expertise, and smile as determinants of social presence, personalization, and online service encounter satisfaction. An empirical study confirms the cross-channel applicability of friendliness and expertise as determinants of social presence and personalization. Overall, the study underlines that integration between technology and personal aspects may lead to more social online service encounters. © 2014 International Communication Association.
LanguageEnglish
Pages529-545
JournalJournal of Computer-Mediated Communication
Volume19
Issue number3
DOIs
Publication statusPublished - 2014

Fingerprint

Customer satisfaction
Chemical elements
Personnel
Testing

Cite this

@article{f1056bbc88a44785848e402fe2e10032,
title = "Virtual Customer Service Agents: Using Social Presence and Personalization to Shape Online Service Encounters",
abstract = "By performing tasks traditionally fulfilled by service personnel and having a humanlike appearance, virtual customer service agents bring classical service elements to the web, which may positively influence customer satisfaction through eliciting social responses and feelings of personalization. This paper sheds light on these dynamics by proposing and testing a model drawing upon the theories of implicit personality, social response, emotional contagion, and social interaction. The model proposes friendliness, expertise, and smile as determinants of social presence, personalization, and online service encounter satisfaction. An empirical study confirms the cross-channel applicability of friendliness and expertise as determinants of social presence and personalization. Overall, the study underlines that integration between technology and personal aspects may lead to more social online service encounters. {\circledC} 2014 International Communication Association.",
author = "T. Verhagen and {van Nes}, J. and J.F.M. Feldberg and {van Dolen}, W.M.",
year = "2014",
doi = "10.1111/jcc4.12066",
language = "English",
volume = "19",
pages = "529--545",
journal = "Journal of Computer-Mediated Communication",
issn = "1083-6101",
publisher = "Wiley-Blackwell",
number = "3",

}

Virtual Customer Service Agents: Using Social Presence and Personalization to Shape Online Service Encounters. / Verhagen, T.; van Nes, J.; Feldberg, J.F.M.; van Dolen, W.M.

In: Journal of Computer-Mediated Communication, Vol. 19, No. 3, 2014, p. 529-545.

Research output: Contribution to JournalArticleAcademicpeer-review

TY - JOUR

T1 - Virtual Customer Service Agents: Using Social Presence and Personalization to Shape Online Service Encounters

AU - Verhagen, T.

AU - van Nes, J.

AU - Feldberg, J.F.M.

AU - van Dolen, W.M.

PY - 2014

Y1 - 2014

N2 - By performing tasks traditionally fulfilled by service personnel and having a humanlike appearance, virtual customer service agents bring classical service elements to the web, which may positively influence customer satisfaction through eliciting social responses and feelings of personalization. This paper sheds light on these dynamics by proposing and testing a model drawing upon the theories of implicit personality, social response, emotional contagion, and social interaction. The model proposes friendliness, expertise, and smile as determinants of social presence, personalization, and online service encounter satisfaction. An empirical study confirms the cross-channel applicability of friendliness and expertise as determinants of social presence and personalization. Overall, the study underlines that integration between technology and personal aspects may lead to more social online service encounters. © 2014 International Communication Association.

AB - By performing tasks traditionally fulfilled by service personnel and having a humanlike appearance, virtual customer service agents bring classical service elements to the web, which may positively influence customer satisfaction through eliciting social responses and feelings of personalization. This paper sheds light on these dynamics by proposing and testing a model drawing upon the theories of implicit personality, social response, emotional contagion, and social interaction. The model proposes friendliness, expertise, and smile as determinants of social presence, personalization, and online service encounter satisfaction. An empirical study confirms the cross-channel applicability of friendliness and expertise as determinants of social presence and personalization. Overall, the study underlines that integration between technology and personal aspects may lead to more social online service encounters. © 2014 International Communication Association.

U2 - 10.1111/jcc4.12066

DO - 10.1111/jcc4.12066

M3 - Article

VL - 19

SP - 529

EP - 545

JO - Journal of Computer-Mediated Communication

T2 - Journal of Computer-Mediated Communication

JF - Journal of Computer-Mediated Communication

SN - 1083-6101

IS - 3

ER -