Appreciation vs. apology: Research on the influence mechanism of chatbot service recovery based on politeness theory |
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| Institution: | 1. College of Tourism, Hainan University, Haikou, China;2. College of Computer Science and Technology, Hainan University, Haikou, China;1. AUT Business School, Auckland University of Technology, 120 Mayoral Drive, Auckland Central, 1010, New Zealand;2. Department of Marketing & Tourism Management, National Chiayi University, 580 Shin-Min Road, Chiayi City, 6000, Taiwan;1. Department of Marketing and Health Care Management at the University of Freiburg, Rempartstr. 16, 79098 Freiburg im Breisgau, Germany;2. University of Freiburg, Germany;1. School of Business Administration, Faculty of Bisiness Administration, Southwestern University of Finance and Economics, No. 555, Liutai Avenue, Wenjiang District, 611130, Chengdu, Sichuan Province, China;2. Spears School of Business, Oklahoma State University, 365 Nancy Randolph Davis, 74078, Stillwater, OK, USA;3. Business and Tourism School, Sichuan Agricultural University, Sichuan Agricultural University, No.288, Jianshe Road, Dujiangyan, 611830, Chengdu, Sichuan Province, China;4. College of Tourism and Service Management, Nankai University, No.38, Tongyan Road, Haihe Education Park, Jinnan District, 300350, Tianjin, China;1. Istanbul Bilgi University, Department of Business Administration, Eski Silahtaraga Elektrik Santrali Kazim Karabekir Cad. No: 2/13, 34060, Eyupsultan, Istanbul, Turkey;2. Istanbul Bilgi University, Department of Marketing, Eski Silahtaraga Elektrik Santrali Kazim Karabekir Cad. No: 2/13, 34060, Eyupsultan, Istanbul, Turkey;3. Artvin Coruh University, Faculty of Management, Seyitler, 08100, Artvin, Turkey;1. School of Business and Management, Jilin University, Changchun, China;2. School of International Business, Jilin International Studies University, Changchun, China |
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| 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. |
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| Keywords: | Chatbot Politeness strategy Face concern Post-recovery satisfaction Time pressure |
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