Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference

EMAC 2023 Annual

How should robots apologize to restore satisfaction after a service failure?

Published: May 24, 2023


Salma André, EMLYON Business School, University Jean Moulin Lyon 3, iaelyon School of Management, UR Magellan; Margherita Pagani, Skema Business school


Companies are increasingly using chatbots to connect with their customers at different stages of the customer journey. Despite the opportunities brought by this technology, its deployment could result in service failures. Considering the salience of emotional recovery to restore customer satisfaction following a service failure, this research examines the effect of the chatbot apology on post-failure satisfaction. We build on mind perception theory and justice theory to propose that the effectiveness of the chatbot apology is contingent on its perceived feeling abilities (affective and physiological abilities) and perceived agency (cognitive abilities and self-control). Results from an experimental study involving a real interaction with a chatbot show that the chatbot apology leads to improved customer satisfaction after a service failure only when it was perceived with high feeling abilities. This pattern of effect was found only when the robot was perceived with low agency relative to high agency. This research has important theoretical and practical implications about customer reaction to service failures caused by robots.