Publications

Forthcoming at MIS Quarterly
Text-based customer service is emerging as an important channel through which companies can assist customers. However, the use of few identity cues may cause customers to feel limited social presence and even suspect the human identity of agents, especially in the current age of advanced algorithms. Does such a lack of social presence affect service interactions? We studied this timely question by evaluating the impact of customers’ perceived social presence on service outcomes and customers’ attitudes toward agents. Our identification strategy hinged on Southwest Airlines’ sudden requirement to include a first name in response to service requests on Twitter, which enhanced customers’ perceived level of social presence. This change led customers to become more willing to engage and more likely to reach a resolution upon engagement. We further conducted a randomized experiment to understand the underlying mechanisms. We found that the effects were mainly driven by customers who were ex ante uncertain or suspicious about the human identity of agents, and the presence of identity cues improved service outcomes by enhancing customers’ perceived levels of trust and empathy. Additionally, we found no evidence of elevated verbal aggression from customers toward agents with identity cues, although a mechanism test revealed the moderating role of customers’ emotional states. Our study highlights the importance of social presence in text-based customer service and suggests a readily available and almost costless strategy for firms: signal humanization through identity cues.

Journal of Operations Management
While the field experiment is a powerful and well-established method to investigate causal relationships, operations management (OM) has embraced this methodology only in recent years. This paper provides a comprehensive review of the existing OM literature leveraging field experiments. It also serves as a one-stop guide for future application of field experiments in the OM area. We start by recapping the characteristics that distinguish field experiments from other common types of experiments and organizing the relevant OM studies by topic. Corresponding to the commonly overlooked issues in field experiment-based OM studies, we then provide a detailed roadmap, ranging from experimental design and implementation to post-experiment analysis. We further outline the methodological and practical issues as well as corresponding solutions when applying field experiments. We conclude by identifying future research directions from an OM perspective.

Journal of Management Information Systems
Despite many advantages of social media as a customer service channel, there is a concern that active service intervention encourages excessive service complaints. Our paper casts doubt on this misconception by examining the dynamics between social media customer complaints and brand service interventions. We find service interventions indeed cause more complaints, yet this increase is driven by service awareness rather than chronic complaining. Due to the publicity and connectivity of social media, customers learn about the new service channel by observing customer service delivery to others – a mechanism that is unique to social media customer service and does not exist for traditional call centers. Importantly, high-quality service reduces future complaints, thereby proactive customer service is a sound strategy on social media, as long as firms dedicate to service quality. Hence, firms should be less concerned about whether to respond and more focused on how to respond to customer complaints.

Information Systems Research
Overcrowding in emergency rooms (ERs) is a common yet nagging problem. It not only is costly for hospitals but also compromises care quality and patient experience. Hence, finding effective ways to improve ER care delivery is of great importance. Using a large dataset covering all emergency visits of New York State from 2010 to 2014, we investigate whether telemedicine enhances ER care delivery. We show that, on average, telemedicine availability in the ER significantly reduces average patients’ length of stay (LOS), which is partially driven by the flexible resource allocation. Specifically, the adoption of telemedicine leads to a larger reduction in ER LOS when there is a demand surge or supply shortage. Furthermore, such improvement is not a byproduct of other widely adopted health IT applications and does not come at the expense of care quality or patient cost. We also replicate the analysis using annual U.S. hospital data and find that ER telemedicine adoption significantly reduces average patients’ waiting time, which suggests that the LOS reduction partially comes from the reduction of waiting time.