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Can chatbot customer service match human service agents on customer satisfaction? An investigation in the role of trust

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  • Huang, Dongling
  • Markovitch, Dmitri G.
  • Stough, Rusty A.

Abstract

Consumers prefer human service over chatbots in some contexts. We draw on treatments of trust in information systems research to propose a three-tiered model of trust which posits that customer outcomes following chatbot service are influenced by dispositional trust in service technologies, generalized learned trust in chatbots, and particularized situational trust in one's chatbot service-giver. Our empirical tests, based on 643 participants in 3 studies, show that dispositional trust partially mediates the effect of learned trust. We also evaluate two alternative chatbot service configurations to help improve customer acceptance. The approach which combined chatbot service with a light touch human intervention matched the human service condition on most customer outcomes.

Suggested Citation

  • Huang, Dongling & Markovitch, Dmitri G. & Stough, Rusty A., 2024. "Can chatbot customer service match human service agents on customer satisfaction? An investigation in the role of trust," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    • Handle: RePEc:eee:joreco:v:76:y:2024:i:c:s096969892300351x
    DOI: 10.1016/j.jretconser.2023.103600
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    Cited by:

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    6. Grigsby, Jamie L. & Michelsen, Meg & Zamudio, César, 2025. "Service ads in the era of generative AI: Disclosures, trust, and intangibility," Journal of Retailing and Consumer Services, Elsevier, vol. 84(C).
    7. Zhang, Liangbo & Wang, Xueying & Majeed, Salman & Zhou, Zhimin, 2025. "How do sales promotions, communication agents, and psychological contracts determine purchase hesitation? Evidence from live stream influencers’ fan groups," Journal of Retailing and Consumer Services, Elsevier, vol. 84(C).
    8. Shahzad, Muhammad Farrukh & Xu, Shuo & An, Xin & Javed, Iqra, 2024. "Assessing the impact of AI-chatbot service quality on user e-brand loyalty through chatbot user trust, experience and electronic word of mouth," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    9. Chih, Wen-Hai & Wang, Kai-Yu & Banda, Hope Wilfred, 2025. "Chatbots at the frontline: Unveiling antecedents of customers’ willingness to accept chatbot intervention in service recovery," Journal of Retailing and Consumer Services, Elsevier, vol. 84(C).
    10. Habib, Muhammad Danish & Attri, Rekha & Salam, Mohammad Asif & Yaqub, Muhammad Zafar, 2025. "Retail consumers' conundrum: An in-depth qualitative study navigating the motivations and aversion of chatbots," Journal of Retailing and Consumer Services, Elsevier, vol. 82(C).

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