Effects of the anthropomorphic image of intelligent customer service avatars on consumers' willingness to interact after service failures
Journal of Research in Interactive Marketing
ISSN: 2040-7122
Article publication date: 7 April 2023
Issue publication date: 20 October 2023
Abstract
Purpose
Intelligent customer service has started replacing human employees in providing services to customers in numerous industries. Based on the expectancy disconfirmation theory, this study explores how different types of anthropomorphic avatar images of the intelligent customer service would affect consumer responses such as the willingness to interact, in the context of a service failure. The underlying mechanism and boundary conditions are also examined.
Design/methodology/approach
Two experimental studies were conducted to investigate the effect of the anthropomorphic image of intelligent customer service on consumers' willingness to interact and the potential role of consumer expectation and disappointment, following a service failure (Study 1). The moderating effect of anthropomorphic type was also explored (Study 2).
Findings
In the context of a customer service failure, an anthropomorphized intelligent customer service avatar that appeared competent (vs. warm) induced higher customer disappointment. However, if the anthropomorphic avatar had a cartoon-like appearance, the effect of avatar image perception (competent vs. warm) on consumers' willingness to interact diminishes.
Originality/value
This research enriches and expands the literature on interactive marketing and artificial intelligence and provides practical guidance for companies to design or choose avatar images for intelligent customer service.
Keywords
Acknowledgements
The authors would like to thank Editage (www.editage.com) for English language editing.
Funding: This work was supported by the National Natural Science Foundation of China (grant numbers 72172021 and 71772021).
Citation
Yao, Q., Kuai, L. and Jiang, L. (2023), "Effects of the anthropomorphic image of intelligent customer service avatars on consumers' willingness to interact after service failures", Journal of Research in Interactive Marketing, Vol. 17 No. 5, pp. 734-753. https://doi.org/10.1108/JRIM-06-2022-0164
Publisher
:Emerald Publishing Limited
Copyright © 2023, Emerald Publishing Limited