Customers’ online service encounter satisfaction with chatbots: interaction effects of language style and decision-making journey stage
Yingying Huang, Doğan Gürsoy
Abstract
Purpose This study aims to examine the interaction effects of chatbots’ language style and customers’ decision-making journey stage on customer’s service encounter satisfaction and the mediating role of customer perception of emotional support and informational support using the construal level theory and social support theory as conceptual frameworks. Design/methodology/approach This study used a scenario-based experiment with a 2 (chatbot’s language style: abstract language vs concrete language) × 2 (decision-making journey stage: informational stage vs transactional stage) between-subjects design. Findings Findings show that during the informational stage, chatbots that use abstract language style exert a strong influence on service encounter satisfaction through emotional support. During the transactional stage, chatbots that use concrete language style exert a strong impact on service encounter satisfaction through informational support. Practical implications Findings provide some suggestions for improving customer–chatbot interaction quality during online service encounters. Originality/value This study offers a novel perspective on customer interaction experience with chatbots by investigating the chatbot’s language styles at different decision-making journey stages.