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Summary Uitvoeringstechnologie (BOUW1891)

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Samenvatting studieboek Voor hoeveel heb je het verkocht? van Thijs Verheul, Suus Van de Kar (1 to 8) - ISBN: 9789083194707, Druk: 1, Uitgavejaar: - (Check)

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Virtual customer service agents: Using social presence and personalization to shape
online service encounters
Verhagen, T.; van Nes, J.; Feldberg, J.F.M.; van Dolen, W.M.



2011




document version
Early version, also known as pre-print




Link to publication in VU Research Portal




citation for published version (APA)
Verhagen, T., van Nes, J., Feldberg, J. F. M., & van Dolen, W. M. (2011). Virtual customer service agents: Using
social presence and personalization to shape online service encounters. (Research Memorandum; No. 2011-
10). FEWEB VU University.




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Download date: 02. nov. 2021

,Faculty of Economics and Business Administration




Virtual customer service agents: Using social
presence and personalization to shape online
service encounters


Research Memorandum 2011-10




Tibert Verhagen
Jaap van Nes
Frans Feldberg
Willemijn van Dolen

, Virtual Customer Service Agents:
Using Social Presence and Personalization to Shape Online Service
Encounters




TIBERT VERHAGEN
VU University Amsterdam, Knowledge Information and Networks- research group,
Amsterdam, The Netherlands

JAAP VAN NES
VU University Amsterdam, Knowledge Information and Networks- research group,
Amsterdam, The Netherlands

FRANS FELDBERG
VU University Amsterdam, Knowledge Information and Networks- research group,
Amsterdam, The Netherlands

WILLEMIJN VAN DOLEN
Department of Management, University of Amsterdam Business School.




1

, Virtual Customer Service Agents:
Using Social Presence and Personalization to Shape Online Service
Encounters

ABSTRACT

By performing tasks traditionally fulfilled by service personnel in physical settings and

having a humanlike appearance, virtual customer service agents seem to bring classical

service personnel characteristics to the online service encounter, which in turn may elicit

social responses and feelings of personalization. This paper sheds light on these dynamics by

proposing and testing a nomological structure drawing upon the theories of implicit

personality, social response, primitive emotional contagion, and social interaction. The focus

of the proposed model is on the role of three classical service personnel characteristics –

specifically friendliness, expertise, and smile- as determinants of perceptions of social

presence, personalization, and online service encounter satisfaction. An experimental design

(n= 296) was applied to test the model. The key finding of the study is that friendliness and

expertise strongly influence social presence and personalization, which in their turn lead to

online service encounter satisfaction. Overall, the study highlights the value of transposing

traditional service personnel characteristics via virtual customer service agents to the web,

and underlines that integration between technology and personal aspects may lead to more

social online service encounters.



KEYWORDS

Online service encounter, virtual customer service agent, social presence, personalization,
friendliness, expertise, smile, experimental study.




2

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