New publication on AR as an enabler for service engagement by Heller et al. (2021)
The rise of augmented reality (AR) technology, which overlays digital content to alter customers’ views of a physical service setting, using mobile and wearable computing, drives the digital automation of physical services. In particular, it promises to achieve tangibility even in service encounters delivered in digital formats.
However, customer engagement with AR is falling short of expectations. Managers lack an integrated framework of AR service automation and therefore tend to focus on the technology rather than on the process of customer engagement with AR service automation.
To address this problem, the current study proposes a technology-enabled engagement process that integrates multiple stages of customer engagement, as a service-centric process. To establish that engagement with AR service automation requires the inclusion of service tangibility, as part of the process, we decompose the steps of interactive service engagement, the spatial presence of the service, customers’ emotional and cognitive engagement with the service, and perceived value-in-use, which lead to emergent behavioral forms of engagement.
We are delighted to announce that in our recent paper called 'Tangible Service Automation: Decomposing the Technology-Enabled Engagement Process (TEEP) for Augmented Reality' published in the Journal of Service Research, we offer some guidance on how AR can improve service experiences and engagement.
A great project together with Jonas Heller, Tim Hilken, Dominik Mahr, Mathew Chylinski, Debbie Keeling, and Ko De Ruyter!
Check out the paper here: Link to the manuscript
Heller, Jonas, Mathew Chylinski, Ko de Ruyter, Debbie I. Keeling, Tim Hilken, and Dominik Mahr. "Tangible Service Automation: Decomposing the Technology-Enabled Engagement Process (TEEP) for Augmented Reality." Journal of Service Research (2021): 1094670520933692.