How Do We Manage the AI Chatbot Service Failure? : Focusing on the Recovery Strategy for Consumer Forgiveness
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AI chatbots fail in different ways, bringing negative consumer experiences and generating unprofitable behaviors for firms, with the possibility of turning back to AI chatbots in the future. This study explores two types of service failure, information service failure and system service failure, which impact consumer forgiveness and the role of recovery strategies in mitigating negative consumer responses. Using cognitive schema and expectancy violation theory, this study explains the differences in consumer forgiveness behavior. This study employed a 2 × 2 experimental design with four scenarios representing combinations of failure types and recovery strategies (emotional and economic recovery). The results revealed that information service failures generate stronger negative reactions than system service failures. Recovery strategies are critical in moderating the relationship between AI chatbot failures and consumer forgiveness. However, different types of failure experience different forgiveness levels under the moderating role of recovery strategies. This study contributes to the literature on consumer forgiveness, particularly in the event of AI chatbot failure. Firms and AI chatbot developers can also gain insights into the training of more salient AI chatbots.
Abstract
AI chatbots fail in different ways, bringing negative consumer experiences and generating unprofitable behaviors for firms, with the possibility of turning back to AI chatbots in the future. This study explores two types of service failure, information service failure and system service failure, which impact consumer forgiveness and the role of recovery strategies in mitigating negative consumer responses. Using cognitive schema and expectancy violation theory, this study explains the differences in consumer forgiveness behavior. This study employed a 2 × 2 experimental design with four scenarios representing combinations of failure types and recovery strategies (emotional and economic recovery). The results revealed that information service failures generate stronger negative reactions than system service failures. Recovery strategies are critical in moderating the relationship between AI chatbot failures and consumer forgiveness. However, different types of failure experience different forgiveness levels under the moderating role of recovery strategies. This study contributes to the literature on consumer forgiveness, particularly in the event of AI chatbot failure. Firms and AI chatbot developers can also gain insights into the training of more salient AI chatbots.
참고문헌 (42)
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