Exploring the impact of chatbots on consumer sentiment and expectations in retail |
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| Affiliation: | 1. University of San Diego School of Business, 5998 Alcalá Park, San Diego, CA 92110, USA;2. College of Business, Colorado State University, 1201 Campus Delivery, Fort Collins, CO 80523, USA;3. Meredith College School of Business, 3800 Hillsborough Street, Raleigh, NC 27607, USA;1. Korea University Business School, Korea University, Seoul 02841, South Korea;2. College of Business Administration, University of Seoul, Seoul 02504, South Korea;3. Korea University Business School, Korea University, Seoul 02841, South Korea;4. Management Information System, College of Business Administration, University of Seoul, Seoul 02504, South Korea;1. College of Business, RELLIS Campus, Texas A&M University-Corpus Christi, Suite 106, 1425 Bryan Rd, Bryan, TX, 77807, USA;2. School of Management, Queensland University of Technology, Brisbane City, QLD, 4000, Australia |
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| Abstract: | Retailers are increasingly using conversational AI (chatbots) for customer service due to the perceived benefits and reduced operational costs of this emerging technology. Yet our understanding of how consumers perceive interactions with chatbots, and how these interactions may influence other consumer service programs, remains limited. This paper investigates the differences in consumers' sentiments towards chatbots across retail sectors, and the influence chatbots have on consumers’ sentiments and expectations towards other service interactions with online human agents. Using a hybrid automated sentiment analysis approach, we identify that (1) overall sentiment towards bots are less negative than sentiment towards online human agents; (2) these sentiments differ across fashion and telecommunications sectors, and finally (3) sentiments towards online human agents in both sectors become more negative after a retailer implements a chatbot. |
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| Keywords: | Chatbots Online human agents Sentiment analysis |
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