Chatbots in frontline services and customer experience: An anthropomorphism perspective
Article
Nguyen, Mai, Ferm, Lars-Erik Casper, Quach, Sara, Pontes, Nicolas and Thaichon, Park. 2023. "Chatbots in frontline services and customer experience: An anthropomorphism perspective." Psychology and Marketing. 40 (11), pp. 2201-2225. https://doi.org/10.1002/mar.21882
| Article Title | Chatbots in frontline services and customer experience: An anthropomorphism perspective |
|---|---|
| ERA Journal ID | 6607 |
| Article Category | Article |
| Authors | Nguyen, Mai, Ferm, Lars-Erik Casper, Quach, Sara, Pontes, Nicolas and Thaichon, Park |
| Journal Title | Psychology and Marketing |
| Journal Citation | 40 (11), pp. 2201-2225 |
| Number of Pages | 25 |
| Year | 2023 |
| Publisher | John Wiley & Sons |
| ISSN | 0742-6046 |
| 1520-6793 | |
| Digital Object Identifier (DOI) | https://doi.org/10.1002/mar.21882 |
| Web Address (URL) | https://onlinelibrary.wiley.com/doi/10.1002/mar.21882 |
| Abstract | This study measures the effects of chatbot anthropomorphic language on customers' perception of chatbot competence and authenticity on customer engagement while taking into consideration the moderating roles of humanlike appearance and brand credibility. We conducted two experimental studies to examine the conceptual framework. Study 1 tests the moderating effect of a chatbot's anthropomorphic appearance on the relationship between chatbots' language and customer engagement. Study 2 tests the moderating effect of brand credibility on the relationship between a chatbot's anthropomorphic language and customer engagement. The findings confirm that the interaction between humanlike appearance via the use of avatars and anthropomorphic language, such as using emojis, in conversations with customers influences customer engagement, and that this effect is mediated by perceived chatbot competence and authenticity. Further, the positive effect of anthropomorphic language on perceived competence, and subsequently on authenticity and engagement, is only significant when the brand credibility was low (vs. high). This study offers insights into the effect of chatbots' anthropomorphic language and provides suggestions on how to devise efficient strategies for engaging customers using chatbots. |
| Keywords | anthropomorphism; authenticity; brand credibility; chatbots; competence; emojis |
| ANZSRC Field of Research 2020 | 350601. Consumer behaviour |
| Byline Affiliations | Griffith University |
| Thuongmai University, Vietnam | |
| University of Queensland | |
| School of Business | |
| Centre for Health Research |
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