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AI-based chatbots in customer service and their effects on user compliance

Author

Listed:
  • Martin Adam

    (Technical University of Darmstadt)

  • Michael Wessel

    (Copenhagen Business School)

  • Alexander Benlian

    (Technical University of Darmstadt)

Abstract

Communicating with customers through live chat interfaces has become an increasingly popular means to provide real-time customer service in many e-commerce settings. Today, human chat service agents are frequently replaced by conversational software agents or chatbots, which are systems designed to communicate with human users by means of natural language often based on artificial intelligence (AI). Though cost- and time-saving opportunities triggered a widespread implementation of AI-based chatbots, they still frequently fail to meet customer expectations, potentially resulting in users being less inclined to comply with requests made by the chatbot. Drawing on social response and commitment-consistency theory, we empirically examine through a randomized online experiment how verbal anthropomorphic design cues and the foot-in-the-door technique affect user request compliance. Our results demonstrate that both anthropomorphism as well as the need to stay consistent significantly increase the likelihood that users comply with a chatbot’s request for service feedback. Moreover, the results show that social presence mediates the effect of anthropomorphic design cues on user compliance.

Suggested Citation

  • Martin Adam & Michael Wessel & Alexander Benlian, 2021. "AI-based chatbots in customer service and their effects on user compliance," Electronic Markets, Springer;IIM University of St. Gallen, vol. 31(2), pages 427-445, June.
    • Handle: RePEc:spr:elmark:v:31:y:2021:i:2:d:10.1007_s12525-020-00414-7
    DOI: 10.1007/s12525-020-00414-7
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    References listed on IDEAS

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    More about this item

    Keywords

    Artificial intelligence; Chatbot; Anthropomorphism; Social presence; Compliance; Customer service;
    All these keywords.

    JEL classification:

    • C91 - Mathematical and Quantitative Methods - - Design of Experiments - - - Laboratory, Individual Behavior
    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software

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