Thesis

ARTIFICIAL INTELLIGENCE (AI) AND CUSTOMER EXPERIENCE IN SERVICE INTERACTIONS (Master & MME Graduates)

Key Info

Basic Information

Group:
Lehr- und Forschungsgebiet Dienstleistungs- und Technologiemarketing
Level:
Master

Supervisor

There are several topics available for a master thesis at the Department for Service and Technology Marketing (STM) targeting the role and impact of AI on the service experience in different contexts. Research may focus on AI-based services and the individual and contextual drivers or barriers of consumer acceptance and adoption or address the firm perspective on AI implementation in certain service contexts or industries. Research methods depend on the specific topic of the individual thesis and may be based on qualitative, quantitative or conceptual approaches. Students looking for a collaborative master thesis with company support are encouraged to contact suitable firm partners for the individual study after initial meeting with the supervisor.

Potential research questions include, but are not limited to the following interests:

Firm perspective:
- Main benefits and challenges of AI in different service-dependent businesses (flight businesses, hospitality, other)? Is there a dark side of AI?
- Which activities (i.e., sales, promotion, business organization, operations, etc.) are most likely to benefit from AI in tourism businesses?
- What is the effect of service automation on employment? Will AI affect consumers’ behavior?

Customer perspective:
- Influence of AI on customers’ experience and relationship outcomes (i.e. satisfaction, loyalty, engagement, profitability...)? Which constructs moderate or mediate these relationships?
- The role of interactivity in customers’ acceptance of AI.
- Do customers trust on the use of AI (e.g., chatbots, service robots, blockchain…) in service contexts?
- What are customers’ attitudes, expectations, reactions and perceptions about the use of AI in service contexts?


Students interested in facing one of these or related topics are encouraged to get in touch with Mr. Heiko Holz (STM).

Keywords: Marketing, Service Industries, Artificial Intelligence, Customer Experience