Title: The impact of artificial intelligence chatbots' communication style on customer satisfaction in different service settings

Authors: Lei Kelly

Addresses: School of Business Administration, South China University of Technology, 381 Wushan Road, Tianhe District, Guangzhou, China

Abstract: This study investigates the relationship between the use of different communication styles on customer perceptions and satisfaction in online service chatbot encounters. To test these relations, an empirical approach through scenario-based experiments was arranged. Through the help of SPSS statistical software, the results showed that utilising a social-oriented communication style increases customer satisfaction, while perceptions of the chatbot's warmth mediate this impact, and perceptions of the chatbot's competence are not a mediator variable in this context; finally, the service outcome moderates this effect. These findings pave the way for more future research in the fields of human-computer interaction and anthropomorphism, and guide brand managers and technology developers to fully explore the value of different ways of interaction styles with customers, ensuring the long-term viability of this technology with proper implementation.

Keywords: communication style; customer satisfaction; chatbot; anthropomorphism.

DOI: 10.1504/IJIMS.2024.136744

International Journal of Internet Manufacturing and Services, 2024 Vol.10 No.1, pp.27 - 46

Received: 14 Apr 2022
Accepted: 17 May 2022
Published online: 19 Feb 2024 *

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