Fostering positive customer attitudes and usage intentions for scheduling services via chatbots

Abstract

Purpose

This article draws on a reasoned action perspective and the two fundamental dimensions (i.e. warmth and competence) of the Stereotype Content Model (SCM) to analyze customers' chatbot-related attitudes and usage intentions in service retailing. The authors investigate how chatbot, customer, and contextual characteristics, along with perceptions of chatbot warmth and competence, shape customers' chatbot-related attitudes. Furthermore, the authors analyze whether the customer generation or the service context moderates the relationship between chatbot-related attitudes and usage intentions.

Design/methodology/approach

The results are based on two studies ( N = 807). Study 1 relies on a 2 (chatbot communication style: high vs low social orientation) × 2 (customer generation: generation X [GenX] vs generation Z [GenZ]) × 2 (service context: restaurant vs medical) between-subjects design. Study 2 relies on a similar number of respondents from GenX and GenZ who answered questions on scheduling a service with either the dentist or the favorite restaurant of the respondents.

Findings

GenZ shows more positive attitudes toward chatbots than GenX, due to higher perceptions of warmth and competence. While GenZ has similar attitudes toward chatbots with a communication style that is high or low in social orientation, GenX perceives chatbots with a high social orientation as warmer and has more favorable attitudes toward chatbots. Furthermore, the positive effect of chatbot-related attitudes on usage intentions is stronger for GenX than GenZ. These effects do not significantly differ between the considered contexts.

Originality/value

This research formulates future directions to stimulate debate on factors that service retailers should consider when employing chatbots.