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EMAC 2024 Annual


How do Consumers React to AI Chatbot Service Quality and Service Recovery?
(A2024-118199)

Published: May 28, 2024

AUTHORS

giuseppe musarra, University of Leeds; Karen T. Bowen, University of Leeds; J. Joško Brakus, University of Leeds

ABSTRACT

Given the paucity of empirical literature exploring the AI chatbot service quality, the present study examines how and when services provided by AI chatbots enhance customer retention. The proposed relationships are tested using a survey of 164 customers of the banking industry. The results show that AI chatbot service quality facilitates customer retention because it increases customers’ satisfaction with the way their requests have been addressed. We also observe that when AI chatbots perform appropriate service recovery strategy effectively, the effect of services provided by AI chatbots have a stronger impact on customer retention. Taken together, this research offers important theoretical and practical implications.