Service Robots in the Frontline: How Will Aarion Bank’s Customers Respond?

Jochen Wirtz, Stefanie Paluch and Werner Kunz

Chapter 24 in Services Marketing:People, Technology, Strategy, 2021, pp 566-570 from World Scientific Publishing Co. Pte. Ltd.

Abstract: The top management at Aarion Bank was pushing for a rapid digital transformation and intelligent automation. That included customer service with the aim of moving almost all routine transactions, services, and enquiries to cost-effective but high-quality, cutting-edge digital delivery channels. These included smart artificial intelligence (AI)-powered self-service technologies and service robots. Nikita Jones, the vice president of customer service, was worried about how some customer segments would respond to this strategic direction the bank was to embark upon and how she could prepare her team and its various customer segments for this digital transformation.

Keywords: Services Marketing; Service Operations; Marketing; Consumer Behavior; Positioning Services; Service Process; Pricing; Revenue Management; Service Environment; Service Advantage; Customer Relationships; Customer Loyalty; Complaint Handling; Service Recovery; Service Excellence; Service Quality; Service Productivity; Service Leadership (search for similar items in EconPapers)
JEL-codes: L8 M3 M31 O14 (search for similar items in EconPapers)
Date: 2021
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