The Effects of Chatbot Service Recovery With Emotion Words on Customer Satisfaction, Repurchase Intention, and Positive Word-Of-Mouth

This study sought to examine the effect of the quality of chatbot services on customer satisfaction, repurchase intention, and positive word-of-mouth by comparing two groups, namely chatbots with and without emotion words. An online survey was conducted for 2 weeks in May 2021. A total of 380 respon...

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Bibliographic Details
Published inFrontiers in psychology Vol. 13; p. 922503
Main Authors Yun, Jeewoo, Park, Jungkun
Format Journal Article
LanguageEnglish
Published Frontiers Media S.A 31.05.2022
Subjects
artificial intelligence
chatbot
customer satisfaction
emotion words
human chatbot
Psychology
service quality
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Summary:This study sought to examine the effect of the quality of chatbot services on customer satisfaction, repurchase intention, and positive word-of-mouth by comparing two groups, namely chatbots with and without emotion words. An online survey was conducted for 2 weeks in May 2021. A total of 380 responses were collected and analyzed using structural equation modeling to test the hypothesis. The theoretical basis of the study was the SERVQUAL theory, which is widely used in measuring and managing service quality in various industries. The results showed that the assurance and reliability of chatbots positively impact customer satisfaction for both groups. However, empathy and interactivity positively affect customer satisfaction only for chatbots with emotion words. Responsiveness did not have an impact on customer satisfaction for both groups. Customer satisfaction positively impacts repurchase intention and positive word-of-mouth for both groups. The findings of this study can serve as a priori research to empirically prove the effectiveness of chatbots with emotion words.
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This article was submitted to Organizational Psychology, a section of the journal Frontiers in Psychology
Reviewed by: Lena Liang, University of Guelph, Canada; Desrina Yusi Irawati, Universitas Katolik Darma Cendika, Indonesia
Edited by: Alfredo Jimenez, Kedge Business School, France
ISSN:1664-1078
1664-1078
DOI:10.3389/fpsyg.2022.922503