"To be mechanical or to be human? Analyzing how chatbots reinforce customer experience"
(A2024-119408)

AUTHORS

jesus cambra fierro, Pablo de Olavide; Lily(Xuehui) Gao, University of Zaragoza; Iguácel Melero Polo, University of Zaragoza

ABSTRACT

In the age of AI, chatbots are increasingly implemented by companies in service scenarios bringing innovative customer experiences. In this research we analyze the real role of chatbots distinguishing among mechanical and humanness social cues, and analyzing whether these chatbots cues trigger that customers perceive firm investment in the relationship and improve their experiences. To do so we count on a database of 1013 participants of the United States. The empirical analyses were developed applying seemingly unrelated regression model (SUR), and the results confirm that both the mechanical and the humanness social cues of chatbots foster perceived relationship investment and improve customer experience. Humanness social cues are revealed as more determinant for customers than mechanical cues, evidencing the importance of artificial empathy and anthropomorphism in human-to-chatbot interactions. This research also offers important implications for theory and practice.