Customer Service Ethics in the Metaverse: A Value-Sensitive Design Science Approach

The aim of this paper is to develop recommendations for the value-sensitive design of social virtual reality (VR) applications with respect to the interaction between customers and customer service representatives, considering the value-sensitive design approach. Based on a systematic literature search, 125 relevant hits could be found, which especially assigns the values of openness, security, and liability to problems and categorizes them into six problem areas. These values of openness, security, and liability and problem fields form the requirements for a value-sensitive design of social VR applications. Based on these requirements, preliminary design principles were derived in two evaluation cycles, each assessed using an online survey (Survey 1 with 221 participants and Survey 2 with 310 participants) and presented in the form of instantiation. One main finding of the paper can help counteract discrimination in social VR applications within the interaction between customers and customer service representatives.