This study aims to examine how anthropomorphized chatbots influence consumer anger and satisfaction with chatbot service recovery in the context of service recovery compensation.
We used a 2 (chatbot type: anthropomorphic vs control) × 2 (compensation type: immediate vs delayed) between-subjects design across two studies. Study 1, which employed scenario-based methods, involved a total of 210 participants. Study 2 utilized real chatbot systems and included 248 participants.
Customers exhibit heightened anger and experience lower chatbot service recovery satisfaction with the chatbot when anthropomorphized chatbot allocates delayed compensation following a service failure, as opposed to instances offering immediate compensation. It is crucial to highlight that such distinctive effects are notably absent during interactions with control chatbots, irrespective of the nature of compensation – be it immediate or delayed.
While this research focused on anger as a key mediating emotion within controlled, hypothetical scenarios, future studies could extend these findings by incorporating more dynamic interactions, a broader range of emotional responses, and cultural or individual differences such as personality and customer-chatbot resemblance.
This study provides novel insights into the behavioral implications of chatbot anthropomorphism in consumer interaction landscapes, emphasizing the nuanced emotional ramifications stemming from varying compensation timelines post-service failures.
