Customers’ online service encounter satisfaction with chatbots: interaction effects of language style and decision-making journey stage
研究了聊天机器人的语言风格（抽象vs具体）与顾客决策阶段（信息vs交易）如何交互影响服务满意度，发现抽象语言在信息阶段通过情感支持起作用，具体语言在交易阶段通过信息支持起作用。
Purpose This study aims to examine the interaction effects of chatbots’ language style and customers’ decision-making journey stage on customer’s service encounter satisfaction and the mediating role of customer perception of emotional support and informational support using the construal level theory and social support theory as conceptual frameworks. Design/methodology/approach This study used a scenario-based experiment with a 2 (chatbot’s language style: abstract language vs concrete language) × 2 (decision-making journey stage: informational stage vs transactional stage) between-subjects design. Findings Findings show that during the informational stage, chatbots that use abstract language style exert a strong influence on service encounter satisfaction through emotional support. During the transactional stage, chatbots that use concrete language style exert a strong impact on service encounter satisfaction through informational support. Practical implications Findings provide some suggestions for improving customer–chatbot interaction quality during online service encounters. Originality/value This study offers a novel perspective on customer interaction experience with chatbots by investigating the chatbot’s language styles at different decision-making journey stages.