Chatbots, Service Failure Recovery, and Online Customer Experience Through Lenses of Frustration–Aggression Theory and Signaling Theory
Ozuem, Wilson and Ranfagni, Silvia and Willis, Michelle and Salvietti, Giada and Howell, Kerry (2025) Chatbots, Service Failure Recovery, and Online Customer Experience Through Lenses of Frustration–Aggression Theory and Signaling Theory. Journal of Services Marketing. ISSN 2054-1651
Abstract
Purpose
Uncertainty persists regarding the effectiveness of chatbot-led service failure recovery (SFR) in achieving a satisfactory online customer experience. Prior studies have not explored how chatbot-led SFR processes influence customers' actual experiences. This gap in the literature may exist because current understanding of chatbot–customer interactions obscure how individuals’ adoption of chatbot-led SFR shape their experiences.
Design/methodology/approach
Drawing on frustration–aggression theory and signaling theory, and building on a social constructivist philosophical paradigm, we interpret participants’ narratives on chatbot-led interactions and online experiences. Empirical data were generated from 52 in-depth interviews with participants from the USA, France, Italy, and the UK.
Findings
Through thematic analysis of interview data, our study presents two key contributions. First, we elucidate the dynamics unfolding between customers and chatbots in a service recovery journey, encompassing customers' priorities and expectations. Second, we delineate three customer typologies based on their interactions with chatbots during chatbot-led SFR, including their emotional responses. These interactions could either positively or negatively signal future patronage of chatbots. The identified three customer types can assist managers to reshape their strategies to effectively turn negative customer experiences into opportunities for enriching online customer experiences. This could involve providing multiple touchpoints, including human-led and chatbot-led interactions in the SFR process.
Originality/value
This study proposes that chatbots serve not merely as technological tools aiding customers during challenging situations and linking them to the brand, but also as signals themselves, evoking responses that directly shape the customer experience
This author accepted manuscript is deposited under a Creative Commons Attribution Non-commercial 4.0 International (CC BY-NC) licence. This means that anyone may distribute, adapt, and build upon the work for non-commercial purposes, subject to full attribution. If you wish to use this manuscript for commercial purposes, please contact permissions@emerald.com.
ORCID: https://orcid.org/0000-0002-0337-1419, Ranfagni, Silvia, Willis, Michelle, Salvietti, Giada and Howell, Kerry
Actions (login required)
 |
Edit View |