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

This study examines consumers’ reactions to the communication styles of chatbots during failed service experiences. The current study explores whether the communication style adopted by a chatbot impacts consumer satisfaction and behavior intention and how expectancy violations can moderate these relationships in the service context. A pre-test examined the validity of the stimuli of chatbots that were either task-oriented or social-oriented after consumers encountered service failure. For more information, the experiment was designed to manipulate the AI-based chatbot agent’s process and style of communication and measure the role of expectancy violations. The main experiment results showed that interactions with social-oriented communication style chatbots enhance the level of consumers’ interaction satisfaction and intention of behavior. Respondents experienced a higher perception of warmth when interacting with social-oriented communication style chatbots than task-oriented. Moreover, expectancy violation moderates the mediation of warmth on the relationship between the chatbot’s communication style/type and interaction satisfaction, trust, and intention of patronage. Setting chatbots’ communication styles to be social-oriented can help reduce negative emotions among consumers caused by service failure; specifically, the perception of warmth created by the social-oriented communication style can alleviate negative evaluations of service agents and companies, such as dissatisfaction and loss of interest. Therefore, in managerial practice, the firm should choose the social-oriented communication style chatbot agent to recover the customer relationship after a service failure.

Na Cai, Shuhong Gao, Jinzhe Yan