Mark Pluymaekers

Papers

Total Citations

766

H-Index

About

Mark Pluymaekers is a leading researcher at the intersection of service marketing, human-computer interaction, and artificial intelligence, with a particular focus on how consumers build trust with non-human agents. His work critically examines the design and communication strategies of service robots and conversational agents, exploring how human-like features and language can either foster or hinder consumer adoption. His most influential paper, "Trust in humanoid robots: implications for services marketing" (2019), has garnered over 505 citations, establishing a foundational framework for understanding the trust paradox in service automation. In a subsequent landmark study, "Human-like communication in conversational agents: a literature review and research agenda" (2020), with 261 citations, Pluymaekers synthesized existing knowledge to chart a path forward for designing chatbots, avatars, and robots that communicate more effectively. His contributions are vital for practitioners and scholars alike, revealing that while anthropomorphism can enhance engagement, it must be carefully calibrated to avoid unsettling users. Pluymaekers’ work is essential reading for anyone studying the future of service encounters in an increasingly automated world.