The Impact of Artificial Intelligence (AI) Replacement in Marketing - Integrating Contemporary Service Theories to Explore Stakeholder Dynamics

Bibliographic Details
Main Author: Vorobeva, Darina
Publication Date: 2024
Language: eng
Source: Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
Download full: http://hdl.handle.net/10362/175508
Summary: A thesis submitted in partial fulfillment of the requirements for the degree of Doctor in Information Management
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network_name_str Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
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spelling The Impact of Artificial Intelligence (AI) Replacement in Marketing - Integrating Contemporary Service Theories to Explore Stakeholder DynamicsArtificial IntelligenceCustomerEmployeeCompanyFeeling EconomyConsumer–Autonomous Technology–Worker FrameworkSDG 3 - Good health and well-beingSDG 8 - Decent work and economic growthDomínio/Área Científica::Ciências Naturais::Ciências da Computação e da InformaçãoA thesis submitted in partial fulfillment of the requirements for the degree of Doctor in Information ManagementI would like to express my gratitude to FCT Portugal (reference number 2021.09496.BD) for the financial support provided for two years of my PhD program, under the project with the following DOI: 10.54499/2021.09496.BD), https://doi.org/10.54499/2021.09496.BD 10.54499/2021.09496.BDThe rapid advancements in Artificial Intelligence (AI) in services enable companies to replace human labor with technology. Companies often adopt AI as a source of competitive advantage, forgetting about its potential detrimental impact on their employees and customers. This issue is particularly critical in the service industry, where human interaction is still highly valued. This thesis examines the impact of AI on different service stakeholders according to the Consumer–Autonomous Technology–Worker (CAW) framework and the Feeling Economy paradigm, targeting AI replacement and AI aversion in the service context, with the aim to understand the most relevant and the least jarring ways of AI integration. More specifically, a set of 12 studies, including sentiment analyses and experimental design approach, indicate that AI replacement has a negative influence on service employees but also is not perceived favorably by customers. For instance, the research demonstrates that companies’ self-promotion of AI-empowered resources (vs. human-centered resources) can reduce customers’ willingness to engage with service and can be perceived as exaggeration derived from amplified self-discrepancy. Then, the thesis reveals the negative impact of AI presence in the workplace, such as increased fear of being replaced and decreased performance due to employees’ self-comparison with AI abilities. Concurrently, customers express concern over employees being replaced by AI. Next, the research proposes an alternative to AI replacement — augmentation approach — which is perceived by customers as more enjoyable and easier to use, increasing the willingness to accept the service. Finally, the thesis provides important theoretical implications and informed practices, helping to mitigate AI’s negative outcomes on companies, employees, and customers.https://doi.org/10.54499/2021.09496.BDPinto, Diego CostaRUNVorobeva, Darina2024-11-132027-11-13T00:00:00Z2024-11-13T00:00:00Zdoctoral thesisinfo:eu-repo/semantics/publishedVersionapplication/pdfhttp://hdl.handle.net/10362/175508TID:101708173enginfo:eu-repo/semantics/embargoedAccessreponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiainstacron:RCAAP2024-12-09T01:35:57Zoai:run.unl.pt:10362/175508Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireinfo@rcaap.ptopendoar:https://opendoar.ac.uk/repository/71602025-05-28T19:15:52.941573Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiafalse
dc.title.none.fl_str_mv The Impact of Artificial Intelligence (AI) Replacement in Marketing - Integrating Contemporary Service Theories to Explore Stakeholder Dynamics
title The Impact of Artificial Intelligence (AI) Replacement in Marketing - Integrating Contemporary Service Theories to Explore Stakeholder Dynamics
spellingShingle The Impact of Artificial Intelligence (AI) Replacement in Marketing - Integrating Contemporary Service Theories to Explore Stakeholder Dynamics
Vorobeva, Darina
Artificial Intelligence
Customer
Employee
Company
Feeling Economy
Consumer–Autonomous Technology–Worker Framework
SDG 3 - Good health and well-being
SDG 8 - Decent work and economic growth
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
title_short The Impact of Artificial Intelligence (AI) Replacement in Marketing - Integrating Contemporary Service Theories to Explore Stakeholder Dynamics
title_full The Impact of Artificial Intelligence (AI) Replacement in Marketing - Integrating Contemporary Service Theories to Explore Stakeholder Dynamics
title_fullStr The Impact of Artificial Intelligence (AI) Replacement in Marketing - Integrating Contemporary Service Theories to Explore Stakeholder Dynamics
title_full_unstemmed The Impact of Artificial Intelligence (AI) Replacement in Marketing - Integrating Contemporary Service Theories to Explore Stakeholder Dynamics
title_sort The Impact of Artificial Intelligence (AI) Replacement in Marketing - Integrating Contemporary Service Theories to Explore Stakeholder Dynamics
author Vorobeva, Darina
author_facet Vorobeva, Darina
author_role author
dc.contributor.none.fl_str_mv Pinto, Diego Costa
RUN
dc.contributor.author.fl_str_mv Vorobeva, Darina
dc.subject.por.fl_str_mv Artificial Intelligence
Customer
Employee
Company
Feeling Economy
Consumer–Autonomous Technology–Worker Framework
SDG 3 - Good health and well-being
SDG 8 - Decent work and economic growth
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
topic Artificial Intelligence
Customer
Employee
Company
Feeling Economy
Consumer–Autonomous Technology–Worker Framework
SDG 3 - Good health and well-being
SDG 8 - Decent work and economic growth
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
description A thesis submitted in partial fulfillment of the requirements for the degree of Doctor in Information Management
publishDate 2024
dc.date.none.fl_str_mv 2024-11-13
2024-11-13T00:00:00Z
2027-11-13T00:00:00Z
dc.type.driver.fl_str_mv doctoral thesis
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/175508
TID:101708173
url http://hdl.handle.net/10362/175508
identifier_str_mv TID:101708173
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/embargoedAccess
eu_rights_str_mv embargoedAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
instacron:RCAAP
instname_str FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
instacron_str RCAAP
institution RCAAP
reponame_str Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
collection Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
repository.name.fl_str_mv Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
repository.mail.fl_str_mv info@rcaap.pt
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