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To facial or not to facial? From emoji to empathy in shaping customer satisfaction with chatbot service recovery

Author

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  • Cao, Zhongpeng
  • Yu, Kexin

Abstract

This study investigates how facial versus non-facial emojis, as nonverbal communication cues, influence customer satisfaction in chatbot service recovery. Findings from three studies reveal that chatbots using facial emojis achieve higher levels of customer recovery satisfaction than those using non-facial ones. The mechanism underlying this effect can be attributed to perceived empathy, which acts as a mediator. Furthermore, the link between emoji type and perceived empathy depends on contextual factors, as both the disclosure of chatbot identity and the function of the emoji serve as significant moderators. Together, these findings enrich our understanding of how customers’ cognitive and affective responses are shaped by emojis as social information cues in AI-mediated service interactions, while also advancing knowledge on the design of effective chatbot communication strategies in service recovery.

Suggested Citation

  • Cao, Zhongpeng & Yu, Kexin, 2026. "To facial or not to facial? From emoji to empathy in shaping customer satisfaction with chatbot service recovery," Journal of Retailing and Consumer Services, Elsevier, vol. 89(PB).
    • Handle: RePEc:eee:joreco:v:89:y:2026:i:pb:s0969698925004126
    DOI: 10.1016/j.jretconser.2025.104633
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