... showed mixed acceptance, while practitioners were significantly more positive, emphasizing the relief from workload. Originality The study examined the benefits and barriers to customer service and engagement levels, considering factors such as service interaction type, service complexity, customer...

... service agents in customer service interactions with social presence theory as the theoretical foundation to corroborate prior research, whereas Study 2 applies motivated action theory to analyze the impact of an individual’s goal orientation traits (process and outcome) related to chatbot acceptance...

... demonstrates that VAs increasingly become digital assistants. VA technology helps hotels to improve customer service, expand operational capability and reduce costs. Although in its infancy, VA technology has made progress towards optimising hotel operations and upgrading customer service. The study proposes...