Publication type: Conference paper
Type of review: Not specified
Title: Active expectation management in chatbot conversations
Authors: Haupt, Martin
Rozumowski, Anna
et. al: No
Conference details: ANZMAC 2021, Melbourne, Australia, 29 November - 1 December 2021
Issue Date: 2021
Language: English
Subjects: Chatbots; Expectation management; Human-machine interaction
Subject (DDC): 658.8: Marketing management
Abstract: Chatbots have gained strong popularity in customer service, although users regularly experience unsatisfactory interactions and service failures, often due to highly exaggerated performance expectations. As a viable option, firms might therefore consider using ‘active expectations management’ by describing chatbot limitations. However, the question remains whether this strategy has a positive or negative impact on customer satisfaction and reuse intentions. Drawing on expectancy violation theory and the computers are social actors (CASA) paradigm, we empirically examine the effects of different expectation management strategies on user satisfaction and reuse intention. The results of a between-subjects experiment (n = 346) demonstrate that expectation management is an effective strategy to at least partly recover the failure. Furthermore, we show that different message types (i.e., ‘adapt’ vs. ‘understand’) have differential effects, whereas message positioning was found to be irrelevant. Our results enrich the service and chatbot literature and give managerial guidance for successful chatbot design.
Fulltext version: Published version
License (according to publishing contract): Licence according to publishing contract
Departement: School of Management and Law
Organisational Unit: Institute of Marketing Management (IMM)
Appears in collections:Publikationen School of Management and Law

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