Examining the impact of service robot communication styles on customer intimacy following service failure |
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| Affiliation: | 1. Sogang Business School, Sogang University, 35, Baekbeom-ro, Mapo-gu, Seoul, 04107, South Korea;2. C+R Research, Chicago, Illinois, United States;1. Qatar University, Qatar;2. Liverpool John Moores University, UK;1. Department of Marketing, Auckland University of Technology, 120 Mayoral Drive, Auckland, 1010, New Zealand;2. Smart Tourism Research Center, Kyung Hee University, Kyung Hee Dearo 26, Seoul, Republic of Korea;3. College of Business Administration, Ritsumeikan University, 2-150 Iwakura, Ibaraki, Osaka, 567-8570, Japan;4. Peking University HSBC Business School University Town, Nanshan District, Shenzhen, 518055, China |
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| Abstract: | With the growing use of robots in the service industry, service failures have increased. This study applies the Communication Accommodation Theory to examine how robot employees' communication style can foster perceived intimacy, reducing customer anger and negative word-of-mouth. The study also tests if this relationship varies based on failure severity. Results show that an informal communication style significantly reduces negative word-of-mouth through intimacy, but only for low severity failures. These findings offer valuable insights for service providers using robots, emphasizing the need to adapt communication styles based on failure severity to effectively manage negative customer experiences. |
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| Keywords: | Communication style Intimacy Service recovery Negative word-of-mouth Service robot communication |
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