任是“无情”也动人? AI机器人服务失败后道歉主体对消费者宽恕的影响  

Although Pitiless,Yet Moving:The Effect of Apology Subject on Consumer Forgiveness When AI-enabled Robot Service Fails

作　　者：蒋玉石[1] 李倩[1] 刘好 郭琴 苗苗 Jiang Yushi;Li Qian;Liu Hao;Guo Qin;Miao Miao(School of Economics and Management,Southwest Jiaotong University;School of Economics and Management,Cheng du Normal University)

机构地区：[1]西南交通大学经济管理学院 [2]成都师范学院经济管理学院

出　　处：《南开管理评论》2024年第8期172-184,共13页Nankai Business Review

基　　金：国家自然科学基金项目(72172129);国家社会科学基金项目(20BSH103);教育部人文社会科学研究规划基金(21YJA63003)资助。

摘　　要：在酒店、餐饮及旅游等高接触高异质性的服务业中,AI机器人难以避免服务失败。此时,通常被认为“无情”的A I机器人道歉是否也“动人”?人类员工介入补救是否有效?本文基于“道歉—共情—宽恕”框架,探究了AI机器人服务失败情境下道歉主体对消费者宽恕的影响。四项实验研究表明,相较于AI机器人道歉,人类员工道歉更能促进消费者宽恕,消费者情绪共情在其中起中介作用。同时,道歉主体对情绪共情的影响受到AI机器人拟人化程度与服务失败严重性的三阶调节:AI机器人拟人化程度调节了道歉主体对情绪共情的影响,高拟人化AI机器人道歉会显著增强消费者情绪共情。但此增强效应受到高服务失败严重性制约,AI机器人拟人化程度的调节作用被削弱。此外,消费者内隐人格调节了道歉主体对消费者宽恕的影响,人类员工(vs.AI机器人)道歉更能促进实体论者宽恕,但对渐变论者无显著影响。本文拓展了AI服务营销领域中人机交互、人机协作的理论研究,亦为企业有效优化AI机器人服务失败补救措施等提供了实践启示。An AI-enabled robot is defined as an autonomous device that utilizes artificial intelligence and robotics technology to communicate,interact with customers,and deliver service value.With ongoing optimization of algorithms and technologies,AI-enabled robots have penetrated numerous service sectors,including hospitality,catering,and tourism.These robots assist or even replace human staff in various service roles,such as front desk attendants,concierges,bartenders,and tour guides.For instance,Pepper,a humanoid robot developed by SoftBank Group in Japan,has been deployed as a server in multiple restaurants,including Pizza Hut locations across Asia,where it manages orders and interacts with customers.However,due to the current limitations of AI-enabled robots’intelligence,the diversity of service scenarios,and the high costs associated with their implementation,failures in service processes involving these robots are inevitable.For example,the intelligent robots at Japan’s Henn-na Hotel have faced numerous complaints due to communication barriers and their inability to provide necessary assistance.Reports indicate that they have mistakenly awakened guests at night by misinterpreting snoring as a command,ultimately leading to their“layoff”.Service enterprises in hospitality,catering,and tourism are increasingly recognizing that if they do not implement reasonable and effective service remediation measures to obtain customer forgiveness following AI-enabled robot service failures,they will incur irreparable losses.

关 键 词：AI机器人 服务失败 道歉 消费者宽恕 情绪共情 内隐人格 

分 类 号：TP18[自动化与计算机技术—控制理论与控制工程] TP242[自动化与计算机技术—控制科学与工程] F274[经济管理—企业管理]