Van Doorn - Automated Social Presence

Question 1

Automated Social Presence ASP

Answer 1

Extent to which technology makes customers feel the presence of another social entity -> ASP can work in conjunction with or fully substitute human FLEs.

Question 2

Framework based on technology infusion into service frontline

Answer 2

1 - customer inferred warmth & competence mediate the effect of ASP on service outcomes
2 - customers sense of psychological ownership mediates the effect of ASP on service outcomes
3 - The positive effect of high ASP will be larger on
(A) warmth for communal orientated customers
(B) competence for exchange orientated customers
4 - relationship orientation, anthropomorphization & tech readiness moderate the effect of ASP on social cognition & perceived psychological ownership