Electronic Markets - The International Journal on Networked Business’ Post

we have published new research: "Would you forgive anthropomorphic conversational AI agents for service failures? Exploring the impact of anthropomorphism on customer forgiveness" by Yuguang Xie, Changyong Liang, Peiyu Zhou, Shuping Zhao & Li Jiang. https://lnkd.in/eJc7ekQ4 As generative AI continues to transform service delivery, service failures have become an inevitable reality and a significant challenge for firms. This research investigates how the design of conversational AI agents (CAIs) affects customers' willingness to forgive after a performance slip. Drawing on attribution theory, the researchers examine how different anthropomorphic cues - visual, identity, auditory, and emotional - impact the recovery process. The findings reveal a "double-edged sword" effect: while emotional cues can mitigate anger and foster forgiveness, certain visual and identity cues may inadvertently heighten frustration and reduce the likelihood that customers will forgive. By mapping emotional and cognitive pathways, this study provides critical insights for designers and managers who want to build more resilient, AI-driven services. Understanding these dynamics is essential for maintaining long-term customer relationships in an increasingly automated marketplace. #InformationSystems #ConversationalAI #CustomerExperience #AIResearch #DigitalTransformation #ServiceFailure #Anthropomorphism #ConversationalAgents #CustomerForgiveness #HumanAIInteraction #HCI

  • Fig. 1: Research framework

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