Appreciation vs. apology: Research on the influence mechanism of chatbot service recovery based on politeness theory

Mengmeng Song, Huixian Zhang, Xinyu Xing and Yucong Duan

Journal of Retailing and Consumer Services, 2023, vol. 73, issue C

Abstract: Failures in human-chatbot interactions are becoming inevitable such as failure of chatbots to maintain contextual awareness. Thus, an effective service recovery strategy is essential for e-commerce enterprises to restore customers and resolve their complaints. Therefore, based on politeness theory, this study explores the fundamental mechanism and boundary conditions for a chatbot politeness strategy (appreciation vs. apology) on consumers' post-recovery satisfaction using four scenario-based experiments. The results indicate that establishing a good human-chatbot relationship (appreciation) is a more effective recovery strategy than admitting the chatbot's limited competence (apology) in redressing service failures; face concern mediates the effect of the politeness strategy on post-recovery satisfaction; and time pressure plays a moderating role in the effect of the politeness strategy on face concern and post-recovery satisfaction. This study extends the research of politeness theory and face concern in the field of chatbot marketing, and provide practical guidance for e-commerce enterprises to deal effectively with chatbot failure.

Keywords: Chatbot; Politeness strategy; Face concern; Post-recovery satisfaction; Time pressure (search for similar items in EconPapers)
Date: 2023
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Citations: View citations in EconPapers (9)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:73:y:2023:i:c:s096969892300070x

DOI: 10.1016/j.jretconser.2023.103323

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