Title of research: The Effect of Artificial Intelligence Assistants on Customers' Negative Reactions
Qualifications: MA (International Business), BSc (Business Administration)
PhD start date: 1 February 2023
Supervisors: Associate Professor Sergio Biggemann , Professor Lisa McNeill , and Associate Professor Anthony Garry
Emailtahmine.sarvari@postgrad.otago.ac.nz
Research summary
According to Knowledge Sourcing Intelligence (2021), sales of robot technologies have increased significantly recently and are projected to reach USD 18.2 billion by 2024. The widespread use of Artificial Intelligence (AI) technology and its human-like characteristics not only transformed the way people perceive and interact with them but also challenged the nature of the service interface from being human-driven technology dominant. Considering the initial success of the AI powered service robots, there is significant interest in extending the usage of robotics and virtual assistants in a wider range of service situations. Therefore, having a better understanding of how and why the specific feature of service robots affect consumer reactions toward service encounters is crucial. Thus, my study aims to explore whether Artificial Intelligence Assistants are likely to be the preferred service delivery mechanism over human by considering customers' negative reactions.
Research interests
- Artificial Intelligence
- Customer behaviour
- Customer negative emotions
- Customer vulnerability
- Service marketing
Honours and awards
- University of Otago Doctoral Scholarship