The influence of the facial expressions of virtual agents on the customer’s perceived empathy and experience”
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2021-08-23
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en
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Abstract
More and more virtual agents are being used in the insurance market. Although this can create more efficiency, the customer experience may decrease as a result. Technology and AI are advancing fast, which results in possibilities to employ graphically embodied virtual agents. Literature shows that anthropomorphic characteristics could improve the empathy perceived of the virtual agent by a customer. Therefore, this study aims to determine how specifically the anthropomorphic trait facial expression of a virtual agent influences the customer's experience and their perceived empathy.
To test the hypothesis a research method was designed. Customer of a Dutch insurance company were asked to interact with the virtual agent. Respondents were randomly allocated into two conditions (virtual agent with or without facial expression) and asked to have a conversation with the virtual agent about labour disability insurance. Afterwards, the respondents were asked to fill out a survey. The data was analysed through regression analysis. Results suggest that customers are more likely to perceive empathy in a virtual agent when it portrays facial expression. Moreover, facial expression seems to increase customer experience through empathy perceived by the customer. These results strengthen literature in the domains of empathy in a digital business setting and human-computer interaction. In addition, this research proposes that the use of facial expression of a virtual agent could help companies to employ more empathetic virtual agents. With this efficiency, empathy and experience can be fostered
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Faculteit der Managementwetenschappen