PACIS 2022 Proceedings


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Chatbots are widely adopted to serve consumers in e-commerce, replacing human service providers for dealing with consumers’ complaints after a service failure. In this research, we try to find out personalized ways to improve the design of chatbots from the aspect of communication styles, which has an important impact on consumers’ perception of satisfaction in service recovery. Taking consumers’ characteristics into consideration, we aim to explore how a chatbot’s communication style and consumers’ relationship orientation interact to impact service satisfaction in service recovery. The findings of this study will provide useful insights into the personalized design of customer service chatbots in service recovery contexts.



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