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Task-oriented vs. social-oriented: chatbot communication styles in electronic commerce service recovery

Author

Listed:
  • Siran Wang

    (Beijing University of Posts and Telecommunications)

  • Qiang Yan

    (Beijing University of Posts and Telecommunications)

  • Lingli Wang

    (Beijing University of Posts and Telecommunications)

Abstract

Chatbots are being increasingly utilized for service recovery in e-commerce. However, chatbot communication styles in service recovery and their impacts on consumer satisfaction remain understudied. In this study, we conducted a scenario-based experiment to explore the appropriate communication styles for chatbots and to identify the underlying mechanisms that influence consumer satisfaction in service recovery. Our findings reveal that a social-oriented chatbot is more effective in delivering service recovery responses compared to a task-oriented chatbot. Interacting with social-oriented chatbots enhances consumers’ service recovery satisfaction by increasing their cognition-based trust and affect-based trust. Importantly, we also find that social-oriented chatbots outperform task-oriented chatbots in service tasks that vary in terms of complexity and for consumers with different relationship orientations. Our study contributes to chatbot designs by providing theoretical and practical guidance for online retailers to design appropriate communication styles for chatbots in service recovery.

Suggested Citation

  • Siran Wang & Qiang Yan & Lingli Wang, 2025. "Task-oriented vs. social-oriented: chatbot communication styles in electronic commerce service recovery," Electronic Commerce Research, Springer, vol. 25(3), pages 1793-1825, June.
    • Handle: RePEc:spr:elcore:v:25:y:2025:i:3:d:10.1007_s10660-023-09741-1
    DOI: 10.1007/s10660-023-09741-1
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