Classifying and Validating Metahuman Service Quality Dimensions: A Mixed-Method Study

With the development and integration of artificial intelligence (AI) and virtual reality technology, metahuman powered by AI is gradually becoming an important force in service marketing. Considering the novel characteristics of metahuman services, this study aims to identify and validate the core dimensions of the metahuman service quality. Online review analysis, multiple regression analysis, and fuzzy-set Qualitative Comparative Analysis (fsQCA) were employed to analyze data in this study. The results show that nine dimensions of metahuman service quality, including stability, complementary, efficiency, continuous improvement, empathy, accessibility, personalization, cultural sociability, and fault tolerance, significantly contribute to customer satisfaction. Moreover, the results suggest that there are five multiple and equally effective combinations of metahuman service quality dimensions that can achieve high consumers’ satisfaction. This study contributes to the avatar literature by unveiling the complexity behind the adoption of AI-powered avatar. It also offers meaningful practical implications for marketing managers to optimize the combination of metahuman service quality.