How the communication style of chatbots influences consumers’ satisfaction, trust, and engagement in the context of service failure

This study investigates how chatbot communication styles affect consumer satisfaction, trust, and engagement, particularly during service failures. The researchers manipulated chatbot communication styles (task-oriented vs. social-oriented) in an experiment involving online shopping scenarios. Results showed that social-oriented chatbots significantly improved interaction satisfaction, trust, and patronage intention. This effect was mediated by perceived warmth, but not competence. Expectancy violation moderated the relationship between communication style and outcomes, with social-oriented chatbots being more effective when expectations were highly violated.

Na Cai, Shuhong Gao, Jinzhe Yan