Curves or Angles? How Typeface Curvature in Chatbots Influences Customer Experience

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Purpose: The purpose of this paper is to connect typeface (curvature) literature to chatbot research and customer experience (CX), by researching CX in its holistic nature in high and low risk chatbot contexts, looking at its outcomes: customer satisfaction and customer loyalty. Design/methodology/approach: This study started with a systematic literature review (SLR) to dive into the existing theory. Based on this, an experimental design was used to test four conditions, differing in typeface curvature and perceived risk level. The respondents were shown one of the four conditions through a screen recording of a chatbot conversation. 324 respondents of 18 years and older completed the survey. Findings: Most tested relationships turned out to be non-significant and but one, no hypotheses could be confirmed. Only a significant, positive effect of hedonic experience on customer loyalty was found (H2c). However, significant relations were found between the moderator and dependent variables, and between some control variables and dependent variables. Practical implications: The significant effect found shows managers that it is important to create a positive hedonic experience, in order to retain customers. Also, the significant relations between some variables show that managers can utilise some factors to influence their CX, customer satisfaction, and customer loyalty. Originality/value: This study contributes to various research topics, by linking typeface curvature to CX and its outcomes in a chatbot context. It opens doors for further research on how to deal with the shift from offline to online CX, and how to influence the outcomes.
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