Interactivity in online chat: Conversational cues and visual cues in the service recovery process |
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| Institution: | 1. School of Business Administration, Southwestern University of Finance and Economics, Chengdu, China;2. School of Hospitality Business Management, Washington State University, Pullman, WA, 99163, USA;3. School of Tourism and Hospitality, University of Johannesburg, South Africa;4. Institute of Tourism Management, School of Business Administration, Faculty of Business Administration, Southwestern University of Finance and Economics, Chengdu, China;5. Department of Management, University of Mauritius, Reduit, Mauritius;6. Griffith Institute for Tourism, Griffith University, Gold Coast, Australia;7. Copenhagen Business School, Denmark;1. Research Center for Advanced Science and Technology, The University of Tokyo, Japan;2. Department of Technology Management for Innovation, The University of Tokyo, Japan;3. Research Institute of Economy, Trade, and Industry (RIETI), Japan;1. DII, Polytechnic University of Marche, Italy;2. DIII, University of Pavia, Italy;1. College of Business, RELLIS Campus, Texas A&M University-Corpus Christi, Suite 106, 1425 Bryan Rd, Bryan, TX, 77807, USA;2. School of Management, Queensland University of Technology, Brisbane City, QLD, 4000, Australia;1. Bond University, 14 University Drive, Robina, QLD 4226, Australia;2. University of Sydney, NSW 2006, Australia |
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| Abstract: | Use of both verbal and nonverbal cues in computer-mediated communication can influence customers’ perceptions and their behavioral intentions. Drawing on the compensation effect theory, this study investigates how verbal and nonverbal cues used by customer service agents during online service recovery processes affect customers’ perceptions of service chat agents’ warmth and competence and their willingness to cooperate with a service agent to complete the service recovery process. A 2 (message interactivity cues: high vs. low) × 2 (visual cues: high vs. low) between-subjects experimental design is utilized to identify the main and interaction effects of verbal and visual nonverbal cues used in online communications on customers attitudes and behaviors. Results show that use of verbal cues leads to higher perception of a chat agent’s competence, but lower perception of a chat agent’s warmth while use of visual nonverbal cues results in higher warmth perceptions but lower competence perceptions. The interaction effect of verbal and visual nonverbal cues indicates that visual nonverbal cues have a compensatory effect on message interactivity and vice versa, such that customer-perceived warmth and competence are prone to trade-offs between verbal cues and visual nonverbal cues. Furthermore, perceived warmth and competence mediate the indirect effects of verbal and nonverbal cues on customers’ cooperation intentions. Theoretical and practical implications of use of verbal and nonverbal cues during online communications in service recovery processes are discussed. |
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| Keywords: | Verbal cues Nonverbal cues Warmth Competence Service recovery cooperation intention Compensation effects |
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