A theory of multiformat communication: mechanisms, dynamics, and strategies

Enhancing customer satisfaction with chatbots: The influence of communication styles and consumer attachment anxiety

Chatbots are increasingly occupying the online retailing landscape, and the volume of consumer-chatbot service interactions is exploding. Even so, it still remains unclear how chatbots should communicate with consumers to ensure positive customer service experiences and, in particular, to improve their satisfaction. A fundamental decision in this regard is the choice of a communication style, specifically, whether a social-oriented or a task-oriented communication style should be best used for chatbots. In this paper, we investigate how using a social-oriented versus task-oriented communication style can improve customer satisfaction. Two experimental studies reveal that using a social-oriented communication style boosts customer satisfaction. Warmth perception of the chatbot mediates this effect, while consumer attachment anxiety moderates these effects. Our results indicate that social-oriented communication style can be beneficial in enhancing service satisfaction for highly anxiously attached customers, but it does not work for the lowly anxiously attached. This study provides theoretical and practical implications about how to implement chatbots in service encounters.

The role of proximity in omnichannel customer experience: a service logic perspective

Purpose

This article proposes a new theoretical background against which to measure customer experience for omnichannel service deliveries and communications based on the concept of proximity. This represents a first step in developing a new measurement approach for omnichannel customer experience.

Design/methodology/approach

The methodological approach is based on literature review and theory development. Various streams of literature are integrated on the basis of their interactionist nature (service logic, psychological distance theory, and omnichannel customer experience literature), and theory is developed based thereon.

Findings

Successful omnichannel service deliveries and communications should build proximity with the customer during interactions at the different touchpoints. Proximity represents the value-in-use for the customer, who is coproducer of value at each interaction. Proximity can be applied to all touchpoints, thus strengthening seamlessness for omnichannel service deliveries and communications.

Originality/value

This research advances knowledge by integrating the concepts of omnichannel and proximity under the lenses of service logic. The author proposes a new theoretical background for the measurement of omnichannel customer experience that contributes to the literature. In modern omnichannel service deliveries and communications, a measurement approach based on proximity fulfills the need to reconcile customer experiences at both remote and physical touchpoints for a holistic and coherent customer experience. Use of the four proximity dimensions (social, temporal, spatial, and hypothetical) gives flexibility to managers to build proximity across remote and physical touchpoints in different industries.

Is nothing like before? COVID-19–evoked changes to tourism destination social media communication

The outbreak of COVID-19 has boosted the significance of social media for tourism destinations. Therefore, this study investigates how and to what extent the pandemic has changed tourism destination communication on social media and consumers' social media engagement. Using data collected from 1136 Facebook posts by 85 Austrian tourism destinations, the authors compared three different phases of the COVID-19 pandemic (i.e. pre-COVID, lockdown, post-lockdown). Results show that 1) the use of linguistic text features of social media content has changed (i.e. more expressions of uncertainty, confidence, emotionality, more first-person storytellers, greater text length, and less specificity); 2) consumers’ social media engagement, measured as likes, shares, and comments, has increased; and 3) textual features explain changes in social media engagement rates only to a limited degree. Based on these findings, the study provides recommendations for destinations on how to design effective social media content during crises.

The future of buyer-seller interactions: a conceptual framework and research agenda

The revolution in information availability and the advances in novel interaction technologies have ushered in two major shifts that call into question the traditional assumptions of buyer-seller interactions. First, buyer-seller information asymmetry has greatly decreased in many interactions. Second, face-to-face communication is no longer the main format of buyer-seller interactions. In this article, the authors review empirical research on how these shifts have changed buyer-seller negotiations, an important type of buyer-seller interactions. Several insights arise from this review. First, the shifts have caused fundamental changes in buyers' and sellers' roles, power, and aspirations and information processing. Second, the shifts and these fundamental changes together cause major changes in buyer-seller interactional processes and outcomes, including (1) change in buyers' attitude and behavior, (2) change in sellers' effectiveness in interacting with buyers, and (3) change in buyer-seller interactional processes. Based on these insights, the authors develop a research agenda to guide the reexamination of existing theories and the development of new theories of buyer-seller interactions.