Service encounters increasingly feature AI-powered inputs such as add-ons recommendations or aftercare solutions. These novel forms of customer service, provided by AI rather than humans, can shape customers’ sense of agency throughout the customer journey. Customers find themselves in a form of competitive collaboration with AI, sharing tasks, resources, inputs, and decisions. This research conceptualises and develops a scale to measure shared agency power during customer-AI interactions. Understanding the role of agency in AI- customer interactions is important, as agency represents a source, mechanism, delimiter and effect of a human’s or a machine’s actions. Agency may differ across various service encounters and with it, the type of perceived risks associated with human-AI interactions. Future research may use the shared agency power scale to better understand the nature and impact of customer-AI interactions in a service context on traditional marketing factors.

최근의 조직은 기술혁신을 활용하여 성과를 창출하기 위해 위계적인 조직에서 팀 기반의 조직으로 변 화하며, 업무가 팀 단위로 수행되고 있다. 본 연구는 팀 구성원들이 긍정적 상호작용을 통해 공동의 목표를 달성하는 협업의 중요성이 커지고 있다는 점에 초점을 두었다. 구성원 개인의 팀 협력에 영향을 미치는 개인과 팀 수준의 선행변수들의 상호작용 과정을 확인하고자 팀 지향적 조직시민행동이 팀 협력에 미치는 영향을 검증하였다. 다수준이론 관점에서 팀 의사소통이 교차수준(cross-level) 조절효과를 보이는지 확인하였고, 실무적 관점에서 고객 관련 직무(즉, 영업 대 사후관리(A/S))가 개인수준에서 조절효과를 나타내는지 검증하였다. 실증 분석 결과는 다음과 같다. 첫째 팀 지향적 조직시민행동은 팀 협력에 정적(+)인 영향을 미치는 것으로 나타났다. 둘째, 팀 의사소통은 팀 지향적 조직시민행동과 팀 협력의 관계를 팀 수준에서 조절하였다. 셋째, 고객 관련 직무는 팀 지향적 조직시민행동과 팀 협력의 관계를 개인 수준에서 조절하였다. 이러한 연구 결과는 팀 지향적 조직시민행동을 조직 상황에 적용할 때 조직 내 수준(level)을 반영하는 이론화 노력이 필요하며, 구성원의 팀 지향적 조직시민행동의 동기를 높이기 위해 다양한 교육과 지원제도가 필요함을 제시하였다. 연구 결과를 바탕으로 시사점과 향후 연구 방향을 논의 하였다.

Introduction Recent years have witnessed a rapid growth in sharing service businesses. In B2C sharing-service businesses such as Zipcar, customers share goods and services provided by a service firm with other customers and perform the roles played by service employees in traditional service businesses. Consequently, how well one customer carries out expected tasks influences the quality of service provided to other customers. Extant studies have emphasized the importance of a governance system to prevent such a social dilemma as the personal interest of an individual being pursued at the sacrifice of the interest of the community. However, few studies have empirically examined the effect of different design of a governance system. To fill this gap in the research, this study examines the framing effect of customer messages on customer intention to cooperate by complying with the request by the firm. Theoretical development For customers to be willing to cooperate with a firm, they have to be first motivated to do so. The framing effect of on customer motivation has been well demonstrated (Ganzach & Karsahi, 1995) in diverse service contexts such as healthcare (Christensen, Heckerling, Mackesy, Bernstein, & Elstein, 1991), education (Fryer Jr, Levitt, List, & Sadoff, 2012), and consumer behaviors (Ganzach & Karsahi, 1995; White, MacDonnell, & Dahl, 2011) In the context of service consumption, motivation is defined as the inner driver that triggers an individual to cooperate with the service providers (Tsai, Wu, & Huang, 2017). Whether messages were framed as a gain versus a loss exerted a significant impact on consumer motivation. In the consumer behavior contexts, consumer reactions to frames were mixed (Ganzach & Karsahi, 1995). In this study, we will examine the framing effect in the context of sharing service consumption. H1: In the B2C sharing service context, the framing of customer message (gain vs. loss) will affect customer motivation to comply with the request of the service firm. Customers tend to behave different depending on the value they pursue through consumption (Hwang & Griffiths, 2017). Even in the same consumption context, values of customer pursuit can vary widely. Hence, we intend to examine the moderating effect of customer value perception of sharing service on the effect of message framing on motivation. Studies showed that customers pursuing utilitarian values consider monetary savings and convenience as important, while customers pursuing symbolic value consider status and self-esteem as important and those pursing hedonic values consider entertainment and exploration as important (Rintamäki, Kanto, Kuusela, & Spence, 2006). The framing effect was shown to differ by the emphasized value of the product in the context of advertisement. A gain frame was more effective than a loss frame when the ad highlighting the hedonic attributes of a product while a loss frame was more effective when the ad stressing the utilitarian attributes of the product (Lin, 2007). Taken together, we conjecture that customers pursing different values will react differently to the same frame of messages and the level of motivation triggered by the same message frame will also differ. H2: Customer value perception of sharing service will moderate the framing effect of customer messages (gain vs. loss) on motivation. Specifically, customers pursuing utilitarian values will react more strongly to the messages framed as a loss (H2a), while customers pursuing hedonic or symbolic values will react more strongly to messages framed as a gain (H2b). The effect of motivation on customer behaviors and behavioral intentions have been well demonstrated (Ganzach & Karsahi, 1995). In the service context, customer cooperation behaviors induced by motivation significantly influence the efficiency of service operations (Mills & Morris, 1986). We propose that the motivation enhanced by customer messaged influence customer willingness to cooperate. H3: In the B2C sharing service context, motivation affects customer willingness to cooperate. Methodology Data will be collected from American consumers who have used a car sharing service at least once in the past one year through an online scenario-based survey using a 2 (message frames: gain vs. loss) x 3 (values of sharing service: utilitarian vs. hedonic vs. symbolic) between-subject experimental design. Hypotheses will be tested by an analysis of variance and a regression analysis. Implication The findings of this study will help P2P service firms better design customer messages in inducing customer cooperation and how to customize the design by customers’ value perceptions of sharing service.