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Chatbots and service failure: When does it lead to customer aggression
Institution: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;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. Department of Marketing, University of Alabama, 107 Alston Hall, Tuscaloosa, AL 35487, United States;2. Department of Marketing and International Business, University of Toledo, 2801 W. Bancroft Street, Toledo, OH 43606, United States;3. Department of Marketing, Towson University, 123 Stephens Hall 8000 York Road, Towson, MD 21252, United States;1. School of Business, Sun Yat-sen University, China;2. School of Marxism, Sun Yat-sen University, China;3. Department of Decision Sciences, Economics, Finance and Marketing, College of Business, University of Houston Clear Lake, USA;1. School of Business and Management, Shanghai International Studies University, 550 Dalian Road (W), Shanghai, 200083, China;2. School of Management, Shanghai University of International Business and Economics, 1900 Wenxiang Road, Shanghai, 201620, China;3. College of Economics and Management, Southwest University, 2 Tiansheng Road, Chongqing, 400715, China;1. School of Marketing, UNSW Business School, UNSW Sydney, Sydney, 2052, Australia;2. University of Sussex Business School, University of Sussex, Falmer Campus, Brighton, BN1 9SL, UK;3. King''s Business School, King''s College London, Bush House, 30 Aldwych, London, WC2B 4BG, UK
Abstract:Artificial intelligence technology is changing the way services are delivered and introducing opportunities for new sources of service failure. The purpose of this paper is to examine how customers might respond (emotion- or problem-focused coping) to service failure of a chatbot when there is an option to interact with a human employee. Using data from 145 participants, we found that in a chatbot service failure context, telling a customer late in the service interaction that a human employee is available to help leads customers to engage in emotion-focused coping, resulting in customer aggression. The positive relationship between late disclosure and emotion-focused coping occurs with those who perceive low customer participation whereby they do not believe they are overly involved in co-producing and co-delivering the service. This research demonstrates how chatbot service failure in a service encounter can produce different effects on customers’ intention to engage in aggression.
Keywords:Service failure  Customer aggression  Chatbot  Disclosure  Coping  Customer participation
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