Consumer impressions of applying human-like customer service to digital humans

Abstract

As labor and other costs continue to rise, digitalization is essential to increasing profit margins. However, some consumers dislike the loss of emotional communication that digitalization brings. Therefore, companies are trying to create emotional communication by introducing the correct answers of human staff to digital humans. However, it is extremely difficult to make machines practice sensitive human communication. This study conducted a randomized controlled trial and showed that it is dangerous to introduce human staff's correct answers to digital humans.