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Cited by 346

The DOI matches its Crossref record; 69 of the 69 references it cites were found in a registry or an index.

AI Customer Service: Task Complexity, Problem-Solving Ability, and Usage Intention

Open access
Xu, Yingzi, Shieh, Chih-Hui, van Esch, Patrick, Ling, I-Ling·2020·Australasian Marketing Journal
DOI 10.1016/j.ausmj.2020.03.005
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Abstract

Artificial intelligence (AI) in the context of customer service, we define as a technology-enabled system for evaluating real-time service scenarios using data collected from digital and/or physical sources in order to provide personalised recommendations, alternatives, and solutions to customers’ enquiries or problems, even very complex ones. We examined, in a banking services context, whether consumers preferred AI or Human online customer service applications using an experimental design across three field-based experiments. The results show that, in the case of low-complexity tasks, consumers considered the problem-solving ability of AI to be greater than that of human customer service and were more likely to use AI while, conversely, for high-complexity tasks, they viewed human customer service as superior and were more likely to use it than AI. Moreover, we found that perceived problem-solving ability mediated the effects of customers’ service usage intentions (i.e., their preference for AI vs. Human) with task complexity serving as a boundary condition. Here we discuss our research and the results and conclude by offering practical suggestions for banks seeking to reach customers and engage with them more effectively by leveraging the distinctive features of AI customer service.

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Metadata

Authors
Xu, Y., Shieh, C.-H., van Esch, P., & Ling, I.-L.
Venue
Australasian Marketing Journal
Publisher
SAGE Publications
Published
2020-11
Volume
28
Issue
4
Pages
189-199
ISSN
  • 1441-3582 (ISSN-L)
  • 1839-3349
DOI
10.1016/j.ausmj.2020.03.005
OpenAlex
W3026650415
Cited by
346
References
69
FWCI
11.37
Type
journal article
Language
en
Open access
green

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CoChat. (2026). Citation check: AI Customer Service: Task Complexity, Problem-Solving Ability, and Usage Intention. https://app.cochat.ai/papers/10.1016/j.ausmj.2020.03.005
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Xu, Y., Shieh, C.-H., van Esch, P., & Ling, I.-L. (2020). AI Customer Service: Task Complexity, Problem-Solving Ability, and Usage Intention. Australasian Marketing Journal. https://doi.org/10.1016/j.ausmj.2020.03.005

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