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Keywords: Affective trust
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Journal Articles
Investigating the influence of perceived humanization of service encounters on value creation of chatbot-assisted services
Available to PurchaseMd Irfanuzzaman Khan, Johra Kayeser Fatima, Somayeh Bahmannia, Sarvjeet Kaur Chatrath, Naomi F. Dale, Raechel Johns
Journal of Service Theory and Practice (2025) 35 (1): 56–88.
Published: 15 October 2024
.../methodology/approach Based on data from an online survey involving 257 respondents, this study employs Partial Least Squares Structural Equation Modeling utilizing SmartPLS3 software. Findings Hedonic motivation leads to value creation via two routes: PH and affective trust; and PH and cognitive trust...
