Understanding the customer experience by recognizing customer confusion in a chatbot context.’
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2023-07-13
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en
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Nowadays, chatbots have replaced the traditional frontline employees. However, confusion is frequent occurrence in a chatbot-encounter. Confusion will impact the customer experience (CE) and the related CE-elements sensations (gaze behavior) and feelings (mood and hedonic value) which could result in dissatisfaction, frustration, or abandonment of the technology. Therefore, this study aims to investigate how confusion impacts the sensations and feelings, and the CE-outcomes satisfaction and loyalty. Eye-tracking is used in this study to extract the individuals gaze behavior in order to identify the difficulties in cognitive processing. Chatbots are utilized to build up a shopping experience and extract the feelings. The findings of this study demonstrate that confusion positively affects the gaze behavior and negatively affects mood and hedonic value. The gaze behavior during confusion will be even more negatively impact when there is time pressure. Finally, confusion also has an indirect effect via the mood and hedonic value which negatively impacts the satisfaction and loyalty. The findings of this study extends the literature of confusion and the CE by the establishment of the indirect effect of ‘CE-feelings’ on the satisfaction and loyalty during confusion and, the moderating effect of time pressure on the gaze behavior in situations of confusion.
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Faculteit der Managementwetenschappen