The social assumption in service redefined by AI-mediated zero-social-touch services

David Diwei Lv, Weiming Qiu and Erin Cho

The Service Industries Journal, 2025, vol. 45, issue 13-14, 1133-1156

Abstract: Through the lens of service-dominant (S-D) logic, this conceptual paper investigates how the advent of AI-mediated automation challenges the ingrained assumption of interpersonal exchange as an inseparable element defining service. With the support of smart technologies, AI-mediated zero-social-touch service models are emerging, enabling service recipients to interact without human representatives. Drawing upon S-D logic's foundational principles, we develop a conceptual framework to analyze how introducing AI-mediated automated systems alters participation roles, customization, and other socially embedded properties during service. Ultimately, the rise of AI-mediated automation repositions technology not just as a supplementary delivery mechanism but also as the conduit for value co-creation and value enhancement between firms and consumers. This compels philosophically embracing AI-mediated zero-social-touch service within the conceptual space of service and developing fresh perspectives on the evolving nature of techno-mediated participation.

Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:taf:servic:v:45:y:2025:i:13-14:p:1133-1156

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DOI: 10.1080/02642069.2024.2418315

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The Service Industries Journal is currently edited by Eileen Bridges, Professor Domingo Ribeiro, Ronald Goldsmith, Barry Howcroft and Youjae Yi

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