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How Service Quality Influences Customer Acceptance

This study investigates how service quality influences customer acceptance and usage of chatbots in the context of automated airline customer service. The authors identify the most important factors that affect a customer's intention to reuse a chatbot by integrating the SERVQUAL framework. The main results show that reliability and perceived usefulness are the most important criteria influencing reuse intention. Contrary to expectations, empathy does not have a significant effect. The study suggests that for interactions involving economic transactions, customers prefer chatbots for their utilitarian value over empathy.

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How Service Quality Influences Customer Acceptance

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How Service Quality Inﬂuences Customer Acceptance and Usage of Chatbots?

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DOI: 10.15358/2511-8676-2020-1-35

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How Service Quality Influences Customer Acceptance and
Usage of Chatbots?
By Lars Meyer-Waarden*, Giulia Pavone, Thanida Poocharoentou, Piyanut Prayatsup, Maëlis
Ratinaud, Agathe Tison, and Sarah Torné

The present study aims to investigate consumers’ with a chatbot for a purpose that may involve an
acceptance of and intention to reuse a chatbot in economic transaction, customers prefer the chatbot
the context of automated customer service in the for its utilitarian value, as reliability and usefulness
airline industry. In particular, we identify the most are considered to be more important than empathy.
valuable factors that affect acceptance of an inten- Moreover, tangible elements play an important role
tion to reuse a chatbot by integrating the theoreti- in increasing the perceived ease of use.
cal framework SERVQUAL. The main results show
that reliability and perceived usefulness are the
1. Introduction
most important criteria that affect the intention to
reuse the chatbot. Contrary to our expectations, Rapidly improving digital technologies change the nature
empathy does not have any significant effect. The of service, customers’ service experiences, and customers’
study suggests that in the case of an interaction relationships with firms (van Doorn et al. 2017; Rust and
Huang 2014; Ostrom et al. 2015). For example, service ro-

Lars Meyer-Waarden is Professor of Giulia Pavone is a PhD candidate Thanida Poocharoentou is a stu- Piyanut Prayatsup is a student
Marketing at Toulouse School of and teaching assistant at Toulouse dent within the Master Internation- within the Master International
Management, TSM Research-UMR School of Management, TSM Re- al Marketing of Innovative Technol- Marketing of Innovative Technolo-
5303 CNRS, University of Toulouse search-UMR 5303 CNRS, University ogies from Toulouse School of Man- gies from Toulouse School of Man-
1 Capitole, France, E-Mail: lars. of Toulouse 1 Capitole, France, agement, University of Toulouse 1 agement, University of Toulouse 1
[email protected] E-Mail: giulia. pavone@tsm- Capitole, 2 Rue du Doyen-Gabriel- Capitole, 2 Rue du Doyen-Gabriel-
* Corresponding Author. education.fr Marty, 31042, Toulouse, France, Marty, 31042, Toulouse, France,
E-Mail: thanida.poocharoentou@ E-Mail: piyanut.prayatsup@ tsm-
tsm-education.fr education.fr

Maëlis Ratinaud is a student within Agathe Tison is a student within Sara Torné is a student within the
the Master International Marketing the Master International Marketing Master International Marketing of
of Innovative Technologies from of Innovative Technologies from Innovative Technologies from Tou-
Toulouse School of Management, Toulouse School of Management, louse School of Management, Uni-
University of Toulouse 1 Capitole, 2 University of Toulouse 1 Capitole, 2 versity of Toulouse 1 Capitole, 2 Rue
Rue du Doyen-Gabriel-Marty, Rue du Doyen-Gabriel-Marty, du Doyen-Gabriel-Marty, 31042,
31042, Toulouse, France, E-Mail: 31042, Toulouse, France, agathe. Toulouse, France, E-Mail: sara.
[email protected] [email protected] [email protected]

SMR · Journal of Service Management Research · Volume 4 · 1/2020 · p. 35 – 51 35

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Meyer-Waarden et al., How Service Quality Influences Customer Acceptance and Usage of Chatbots?

bots, in combination with cameras, sensors, speech recog- quality’s criteria that define the interaction with the chat-
nition, big data, analytics, artificial intelligence (AI) and bot (tangible elements, competence, reliability, respon-
mobile and cloud technology, considerably impact service siveness, empathy and credibility), affect the perceived
industries (Wirtz et al. 2018) and attract interest by the ac- ease of use, usefulness, trust and intention to reuse the
ademic communities (van Doorn et al. 2017; Huang and chatbot in the context of automated customer service in
Rust 2018; Čaić et al. 2018). An increasing number of com- the airline industry.
panies are integrating AI and service robots, such as chat-
This study offers insights and contributions at both theo-
bots, in customer service (Huang and Rust 2018), which
retical and managerial levels, as most of the research in
are computer programmes that are able to mimic human-
the domain of chatbots comes from engineering and com-
human communication by using natural language pro-
puter science and not from marketing literature. At a theo-
cessing and machine learning techniques (Hill et al. 2015;
retical level, our study offers three main contributions to
Araujo 2018). Chatbots interact in conversations, but in-
service research, shedding light on consumers’ percep-
stead of a human on the other end, a computer is commu-
tions and acceptance of AI-based chatbot service agents.
nicating based on AI (Wünderlich and Paluch 2017). Orig-
Firstly, as investigations in marketing are missing, van
inally, chatbots were designed to execute just simple tasks,
Doorn et al. (2017) recommend research on service front-
but today their degree of complexity has increased and
line experiences with a high automated social presence
they are able to execute more complicated tasks, such as
but low human social presence as conceptualised in the
giving health, financial or shopping recommendations
context of chatbots or service robots. Considering that lit-
(Araujo 2018).
tle research in the service field has empirically investigat-
ed the usage of conversational agents (Wünderlich and
As of 2017, over 100,000 chatbots have been created on
Paluch 2017; Hill et al. 2015; Chung et al. 2018), this is one
Facebook Messenger and consumers are increasingly in-
of the first studies where perceived service quality and ac-
teracting with them through social media and instant
ceptance is analysed after a real experience with an exist-
messaging apps (Araujo 2018). In this regard, Gartner
ing chatbot. Thus, our empirical approach allows us to get
(2018) predicts that by 2020, 85 % of all consumer interac-
meaningful insights related to the real usage of a chatbot
tions in customer service will be handled without a hu-
in service settings (booking of a long haul flight). Second-
man agent. Nevertheless, consumers still seem to be reluc-
ly, we integrate for the first time two well-established the-
tant to use chatbots, and they remain sceptical about the
ories widely used in service research and information sys-
quality of their service (Forrester 2019). As 85 % of organi-
tems research, SERVQUAL (Parasuraman et al. 1985) and
sations intend to establish an AI-based service chatbot to
Technology Acceptance Theories (Venkatesh et al. 2012;
offer an automated customer dialogue (Gartner 2018), it is
Ostrom et al. 2019; Kulviwat et al. 2007; Davis et al. 1989;
crucial to understand how users perceive this new form of
Davis 1989), respectively, and test them in the new, emerg-
technology-mediated communication (Wünderlich and
ing context of AI-based service agents (chatbots). This ap-
Paluch 2017). Considering that AI is rapidly reshaping
proach allows us to measure traditional service quality di-
customer service, there is the need to comprehend which
mensions in the innovative context of AI-technology
is the most effective and beneficial way to implement
based services (chatbots), thus investigating both consu-
these technologies in order to guarantee a higher per-
mers’ perceptions of the service quality and consumers’
ceived service quality and a positive customer experience.
beliefs related to the technological components of the ser-
In this context, we investigate customer interactions with
vice. Finally, by highlighting the relationship between us-
an existing chatbot in France, known as Flybot, which acts
ability and aesthetic and its effect on customers’ intention
as a travel assistant helping users to book their trips.
to reuse the chatbot, our results integrate and harmonise
Launched in October 2017, Flybot works through Face-
the literature between two different fields: service re-
book Messenger. In a few minutes, the chatbot is able to
search (Parasuraman et al. 1985; Hausman and Siekpe
propose to the user the best flight(s) for the destination
2009; Cronin and Taylor 1994; Buttle 1996; Asubonteng et
(s)he is interested in and also offers travel tips or cheaper
al. 1996) and human-robot interactions (Minge and Thü-
dates. The aim of our study is therefore to investigate con-
ring 2018; Mahlke 2007; Hill et al. 2015; Hartmann et al.
sumers’ acceptance of and intention to reuse the chatbot
2007). Thus, the results of the study offer insights from a
by using extended Technology Acceptance Theories (Da-
wider perspective by inviting a dialogue between these
vis et al. 1989; Davis 1989; Venkatesh and Davis 2000; Kul-
different disciplines and opening further research in relat-
viwat et al. 2007; Ostrom et al. 2019; Venkatesh et al. 2012),
ed fields.
with one added component, namely trust (Benbasat and
Wang 2005; Gefen et al. 2003; Wirtz et al. 2018), which are This article is structured as follows: after presenting our
enhanced with the widely applied SERVQUAL model theoretical framework and hypotheses, the data and
(Parasuraman et al. 1985). In fact, we analyse how cogni- methodology are shown. This is followed by the results,
tive, social antecedents, as well as the perceived service as well as their discussion. We then highlight the theoreti-

36 SMR · Journal of Service Management Research · Volume 4 · 1/2020 · p. 35 – 51

cal and managerial implications. Finally, the main limits capabilities, perceptions and weaknesses, showing their
and future research directions are presented. heterogeneity across individuals. Human employees need
to have a deep understanding of their customers and ser-
vice processes to deliver heterogeneous, individualised
2. Theoretical framework services and to achieve this, learning is needed. Further-
more, connecting employees to Customer Relationship
2.1. Robots and chatbots in service encounters
Management (CRM) systems requires time and effort. Ser-
Service robots belong to one of the most recent innova- vice employees represent high costs through training, but
tions in the customer service domain, which have become then can be a source of competitive advantage. Differenti-
more and more popular in customer-oriented businesses ation in service can be based on better hiring, selection,
(Huang and Rust 2018) and their use is increasing. Cha- training, motivation, and organisation of service employ-
racterised by autonomy technology with a physical em- ees. In contrast, chatbots acquire knowledge quickly and
bodiment, service robots have a higher level of social pres- system-wide through CRM systems, as well as AI, to de-
ence than other service technologies (Jörling et al. 2019). termine optimal solutions. Furthermore, chatbots are free
Service robots are system-based autonomous and adapt- from human error and fatigue, do not show heterogeneity
able interfaces that can be physical or virtual, designed as and behave identically, providing homogeneous services
humanoid (i.e. anthropomorphic) or not and can interact, in a highly reliable manner (Huang and Rust 2018). Fur-
communicate and deliver services to an organisation’s thermore, they do not feel and express real emotions. In
customers (Wirtz et al. 2018). Huang et al. (2007) define fact, the majority of chatbots are designed at the mechani-
chatbots as service robots that are conversational agents cal and/or analytic level. On the one hand, they offer the
that interact with users in a strictly limited domain or on a advantages of being cost- and time-effective, always avail-
certain topic with natural language sentences, generally able and extremely consistent, but on the other hand, they
deployed on the Internet for the purpose of seeking infor- may fail to satisfy consumers and have a low potential of
mation, site guidance and Frequently Asked Questions. competitive advantage. In fact, their pre-programmed
According to Lester et al. (2004), chatbots are technologies scripts may pose a risk of not properly responding to the
that exploit natural language, engaging users in text- user’s requests, leading the customer to frustration and
based information-seeking and task-oriented dialogues dissatisfaction. For this reason, it is important to consider
for a broad range of applications. Chatbots may differ in the level of efficiency and competences of a chatbot to
their level of intelligence. In this regard, Huang and Rust meet customers’ expectations. Information provision, pro-
(2018) identify four different type of intelligences that de- cessing, bookings and payments are considered the most
pend on the nature of the service: mechanical, analytical, appropriate areas of service robots (Ivanov and Webster
intuitive and empathetic. Mechanical intelligence is at the 2019).
most basic level and concerns the ability to automatically
perform repetitive tasks that do not require advanced 2.2. Technology Acceptance and SERVQUAL theories
training (Huang and Rust 2018). In this case, a chatbot is for Chatbot acceptance
rule-based and it does not understand the external envi-
We integrate two main theories that are popular in infor-
ronment. Analytic intelligence refers to the ability to pro-
mation systems literature and in service literature: Tech-
cess information to problem solving and learn from it
nology Acceptance Theories (Kulviwat et al. 2007; Ostrom
(Sternberg 2005; Huang and Rust 2018). Machine learning
et al. 2019) based on an extended TAM (Davis et al. 1989;
and data analytics techniques allow the technology to
Davis 1989; Venkatesh and Davis 2000) with one added
learn from data and find insights without being pro-
component, namely trust (Benbasat and Wang 2005; Gefen
grammed, allowing mass-personalisation based on big
et al. 2003), and the SERVQUAL model (Parasuraman et
data. Mechanical and analytical intelligences are still con-
al. 1985).
sidered “weak AI” because they simulate intelligence but
do not have intuition (Huang and Rust 2018). At the high- Technology Acceptance Models are used to predict usage
est level of complexity, there are intuitive intelligence, and acceptance of new technologies by users (Venkatesh
which refers to the ability of the AI to think creatively and et al. 2012), including service robots and AI (Ostrom et al.
adjust effectively to novel situations, and empathetic intel- 2019). The service robot acceptance model (sRAM) adapts
ligence, which is the ability to recognise and understand and enhances the TAM by integrating social-emotional
other people’s emotions, to affect them and to respond ap- and relational elements (Wirtz et al. 2018). By drawing
propriately (Sternberg 2005; Huang and Rust 2018; Gole- from the Theory of Reasoned Action (Fishbein and Ajzen
man 1996). These two intelligences represent the most ad- 1975), Technology Acceptance Models aim to investigate
vanced generation of AI, but they are still far from reality. the impact of external variables on internal beliefs, atti-
Chatbots can be distinguished from humans (Wirtz et al. tudes, and intentions (Venkatesh et al. 2012). TAM studies
2018) in that service employees have their own (limited) technology adoption behaviours by evaluating two key el-

SMR · Journal of Service Management Research · Volume 4 · 1/2020 · p. 35 – 51 37

ements: the Perceived Usefulness (PU) and the Perceived result of extensive field-testing and refinement, which can
Ease of Use (PEU). PU is defined as the degree to which a be used comparatively for benchmarking purposes (Dag-
person believes that using a particular system would en- ger et al. 2007). Parasuraman et al. (1988) identify five de-
hance his or her job performance. PEU refers to how a per- terminants of perceived service quality: tangibles, reliabil-
son believes that using a particular system would be free ity, responsiveness, assurance and empathy. In this regard,
of efforts (Davis 1989). The TAM postulate that the actual assurance – defined as knowledge and courtesy of emplo-
usage of a technology is determined by the behavioural yees and their ability to inspire trust (Parasuraman et al.
intention, which is jointly determined by the attitude to- 1988, p.23) – includes the dimensions of communication,
wards using the technology and the PU (Davis et al. 1989). competence, credibility, security, courtesy, understanding
The attitudes towards using the technology and the PU and access. As this study investigates the perceived ser-
are also affected by the PEU (Davis et al. 1989). The TAM vice quality delivered by a chatbot, which, despite its
has been widely used because of its parsimony and expli- competence, may be perceived as not secure or credible,
cation power, including the acceptance of service robots we have decided to measure separately the dimensions of
and shopbots (Gentry and Calantone 2002; Wirtz et al. competence and credibility. While chatbots or AI can be
2018;). By testing three models explaining behavioural in- very competent in determined situations, their goals may
tentions to adopt shopbots – namely the Theory of Rea- be perceived as not aligned with the user’s goals (Ostrom
soned Action (TRA-Fishbein and Ajzen 1975), Theory of et al. 2019). This could reduce the perception of safety and
Planned Behavior (TPB-Ajzen 1991), and TAM (Davis credibility related to these technologies. Thus, our concep-
1989) – Gentry and Calantone (2002) found that TAM ex- tual model includes the four dimensions of the updated
plains more variance of shopbot adoption than TRA and SERVQUAL, which are tangibles, reliability, responsive-
TPB. ness and empathy, plus the two different dimensions of
competence and credibility. This distinction will help us to
Thus the authors confirm the appropriateness of using
better understand how each dimension has an impact on
this model to study these service robot technologies. Nev-
the intention to reuse the chatbot.
ertheless, considering the parsimony of the TAM, re-
searchers have addressed the need to extend the model,
integrating variables which may influence acceptance 2.2.1. The effect of tangibles on perceived usefulness
(Venkatesh and Davis 2000; Benbasat and Wang 2005). In and the perceived ease of use
this regard, trust, by reducing environmental uncertainty,
Tangibles refer to the physical evidence of the service and
complexity, and risk, and by enhancing consumer loyalty,
include the physical facilities, the appearance of personnel
is one of the most recognized key factors in online shop-
and the tools or equipment used (Parasuraman et al.
ping environments integrated in the TAM (Gefen et al.
1985). Research distinguishes two types of systems or
2003; Benbasat and Wang 2005).
technology qualities (Mahlke 2007). Instrumental, tangible
In addition, considering that we are investigating a new qualities concern the usability, perceived usefulness (PU)
technology in the context of consumer service, we inte- and perceived ease of use (PEU) of the technology. Non-
grate a service quality measurement model into an ex- instrumental qualities, on the other hand, concern the vi-
tended Technology Acceptance Model. The extended sual aesthetics and attractiveness of the technology. The
Technology Acceptance Models are useful to understand perception of both types of qualities influences user beha-
the beliefs that drive the acceptance of and the intention to viours, such as technology adoption and usage. Minge et
use the technology, while a service quality model is help- al. (2017), Lindgaard and Dudek (2003) and Hassenzahl
ful to better identify the service determinants that consu- (2005) demonstrate that a user’s judgment of a technology
mers consider important to evaluate consumers’ per- relies on both instrumental qualities, such as usability (PU
ceived service quality. In the service literature, there are a and PEU), and non-instrumental factors, such as aesthetic
number of key instruments available for measuring ser- features. The results of the literature are mixed about the
vice quality, such as SERVQUAL (Parasuraman et al. impact of product appearance and visual aesthetics on
1985), E-SERVQUAL (Parasuraman et al. 2005), SER- consumer behaviours. The influence of perceived usabili-
VPERF (Cronin and Taylor 1992; 1994) and the hierarchi- ty on the overall service/product appraisal was found to
cal model (Dagger et al. 2007; Brady and Cronin 2001). We be higher than that of aesthetics (Minge et al. 2017). On the
chose the SERVQUAL model (Parasuraman et al. 1985), as one hand, Minge and Thüring (2018) recently showed that
it has been the major generic model used to measure and the effect of aesthetics on product usability (“Beautiful is
manage service quality across different service settings usable”) is strong only in the short term, either before or
and various cultural backgrounds. Moreover, this model during the early stage of adoption of a product, and it
is highly valued by academics and practitioners to mea- quickly vanishes once users have become acquainted with
sure the level of customer service satisfaction (Seth et al. a product. On the other hand, some studies show that in
2005). SERVQUAL is a well-established instrument as a the context of human-computer interfaces, aesthetics and

38 SMR · Journal of Service Management Research · Volume 4 · 1/2020 · p. 35 – 51

visual appearance are important determinants of system vice with convenient customer service. Regarding chat-
acceptability and help to overcome a poor usability expe- bots, competence refers to their ability to effectively an-
rience (“Usable gets beautiful”; Hartmann et al. 2008). swer a request based on their knowledge, skills and the
Furthermore, Sonderegger and Sauer (2010) suggest that adequacy of their communication. Considering that chat-
products whose aesthetics are perceived as more attrac- bots are often rule-based and follow predetermined
tive present higher perceived usability. In particular, co- scripts, they may fail to properly answer customers’ re-
lours and layout are direct system features that can impact quests. In this regard, consumers may feel frustrated and
system usage through PU and PEU (Tractinsky and Lo- consider the interaction useless and a loss of time (Forrest-
wengart 2007; Li and Yeh 2010; Heijden 2003). Former re- er 2019). Therefore, we suggest that the competence of a
search tested the “Beautiful is usable” hypotheses only chatbot has a positive effect on its perceived utilities (PU).
with quite “old” technologies such as ATMs (created in Thus:
the 1960ies, and their usage is now current and common),
H3: Competence has a positive effect on the chatbot’s PU.
cell-phones or websites (Tractinsky 2004). In contrast to
ATMs, it is worthwhile to investigate chatbots, which are 2.2.3. The effect of reliability on perceived usefulness
new and emerging technologies based on AI that can in-
teract much deeper and autonomously with customers in Reliability refers to the consistency of the performance and
a lot of service encounter situations (whereas ATMs can the dependability of the service, which needs to be deliv-
only perform a limited number of services, such as delivered in the right way and at the designated time (Parasura-
ery of cash, cash transfers, account information). Thus, we man et al. 1985). Research shows that reliability is also im-
hypothesize that the tangible characteristics of a chatbot portant to consumers’ favourable evaluations in the context
interface, in particular its colours and visual appearance, of information systems (Butler and Gray 2006) and self-ser-
should be an important factor having a positive effect on vice technologies (Collier and Kimes 2013). In the context of
customers’ PU and PEU (“Beautiful is usable”) and might digital services, reliability is defined as the correct technical
even help to overcome poor usability (“Usable gets beau- functioning of a website and the accuracy of service prom-
tiful”; Hartmann et al. 2008). ises and product information (Zeithaml et al. 2000). Above
all, when interacting with a new service technology, cus-
H1: Tangibles (colours, visual appearance) have a positive effect tomers may be especially concerned about the reliability of
on the chatbot’s PU. the new service and may perceive its performance as uncer-
H2: Tangibles (colours, visual appearance) have a positive effect tain (Evans and Brown 1988; Dabholkar 1996). This should
on the chatbot’s PEU. also be true in the case of consumers interacting with a ser-
vice chatbot. In this context, perceived reliability should
Nevertheless, the influence of perceived usefulness on the play a fundamental role in increasing perceived usefulness
overall appraisal of the chatbot was found to be higher (PU) and usage intentions, thus reflecting the capability of
than that of aesthetics (Minge et al. 2017). Furthermore, the technology to perform the promised service accurately
Minge and Thüring (2018) show that the effect of aesthet- (Parasuraman et al. 1985). In particular, we suggest that
ics on product usability is strong only in the short term, ei- when a chatbot is able to deliver the proper service in a reli-
ther before or during the early stage of adoption of a prod- able way, its PU increases. Thus:
uct, and it quickly vanishes once users have become ac-
quainted with a product. H4: Reliability has a positive effect on the chatbot’s PU.

2.2.4. The effect of responsiveness on perceived

2.2.2. The effect of competence on perceived usefulness
usefulness
Competence refers to the required skills and knowledge
Responsiveness, another dimension of the perceived ser-
that the customer service agent needs to have in order to
vice quality (Parasuraman et al. 1985), is defined as the
perform the service (Parasuraman et al. 1985). It includes
willingness of employees to provide a service, which in-
the knowledge and skills of the contact and operational
volves timely responses, immediate answers and prompt
support staff, as well as the research capability of the orga-
service. If a provider improves responsiveness, the per-
nisation (Parasuraman et al. 1985). Research shows that
ceived quality of its service increases (Asubonteng et al.
competent service performance increases positive con-
1996). In line with the social exchange theory, users’ per-
sumer responses to service encounters (Leo and Chandon
ceptions of responsiveness are important antecedents of
1997). Price et al. (2006) suggest that competence may be
perceived usefulness-PU (Gefen and Keil 1998). Thus, we
even more important in the case of brief, non-personal en-
propose that in the case of chatbots, which are able to
counters, such as in the case of service robots. Wirtz et al.
promptly answer consumers’ requests, responsiveness is
(2018) argue that in service settings characterised by com-
also an important antecedent of PU. Thus:
plex cognitive/analytical and simple emotional/social
tasks, consumers seek a competent and reliable core ser- H5: Responsiveness has a positive effect on the chatbot’s PU.

SMR · Journal of Service Management Research · Volume 4 · 1/2020 · p. 35 – 51 39

2.2.5. The effect of empathy on perceived usefulness pertise and reliability (Wang et al. 2003). We therefore sug-
and trust gest that credibility has a positive effect on trust towards
the chatbot. In fact, we assume that the higher the credibil-
Empathy is defined as the caring, individualised attention
ity of a chatbot, due to good information, impartiality,
the firm provides its customers (Parasuraman et al. 1988).
qualification and expertise, the higher the consumer’s
Some researchers have recently started to study empathy
trust toward the chatbot will be.
in human-chatbot service interactions. For instance, Liu
and Sundar (2018) show that the expression of sympathy H8: Credibility of a chatbot has a positive effect on its trust.
and empathy during the interaction with a chatbot are fa-
voured over unemotional provisions of advice. This is in 2.2.7. The effect of perceived ease of use and perceived
line with the “Computer-Are-Social-Actors (CASA)” para- utilities on the intention to reuse
digm that suggests users tend to expect the same social
In line with a large amount of literature about TAM, per-
rules of human-human interactions, such as politeness
ceived ease of use (PEU) has a positive effect on perceived
and empathy, in human-computer interactions (Nass and
utilities (PU) (Venkatesh et al. 2012; Venkatesh and Davis
Moon 2000). Research shows that empathy encourages in-
2000, Davis 1989). In the context of service interactions, we
formation sharing between the buyers and the sellers by
assume that if a chatbot is easy to use, the user will only
reducing uncertainty, thus leading to greater usefulness
have to expend minimal efforts to obtain a service. This, in
and trust (Kwon and Suh 2004; Aggarwal et al. 2005). This
turn, will increase the PU of the chatbot. Therefore, consis-
should also be true in the case of chatbots, which may be
tent with Venkatesh et al. (2012); Venkatesh and Davis
perceived as more useful (PU) and trustworthy if they ex-
(2000) and Davis (1989), we hypothesize that PEU has a
press an adequate degree of empathy. Thus, we expect
positive effect on PU:
that when chatbots show empathy, they strengthen the re-
lationship with the users by increasing the PU and trust: H9: PEU of a chatbot has a positive effect on its PU.

H6: Empathy has a positive effect on the chatbot’s PU. Moreover, research shows that the perceived utilities (PU)
and the perceived ease of use (PEU) have a positive effect
H7: Empathy has a positive effect on trust in the chatbot. on the intention to use a technology (Venkatesh et al. 2012;
Venkatesh and Davis 2000; Davis 1989). In fact, the more
2.2.6. The effect of credibility on trust users believe that the chatbot enhances their performance
Drawing from previous research, our extended TAM inte- without requiring big efforts, the more they will be keen
grates trust as an important variable, which affects the in- on using it, which in turn should increase their intention
tention to use a new technology (Gefen et al. 2003, Gentry to reuse. Thus, we propose:
and Cantalone 2012). Trust is the is defined as the individ- H10: PU has a positive effect on the intention to reuse the chat-
ual willingness to rely on the actions of a trustee and to bot.
depend based on the beliefs in ability, benevolence, and
H11: PEU has a positive effect on the intention to reuse the
integrity. Users rely on trust to support their decisions to
chatbot.
use new technologies related with a degree of uncertainty
and intangibility (Gefen et al, 2003;Venkatesh et al., 2012).
2.2.8. The effect of trust on the intention to reuse the
Trust is a crucial concept that needs to be considered when
chatbot
investigating transactional buyer-seller relationships, both
offline and online (Gefen et al. 2003). The level of trust is Trust is a crucial concept that needs to be considered when
an indicator of the willingness and amount of risk that one investigating transactional buyer-seller relationships, both
is willing to take by accepting vulnerability (Schoorman et offline and online (Gefen et al. 2003). Also in the context of
al. 2007). Vulnerability is an important factor that defines electronic markets and in social media networks (includ-
trust as “the attitude that an agent will help achieve an in- ing chatbot situations), trust is an important predictor of
dividual’s goals in a situation characterized by uncertain- positive economic outcomes (Ba and Pavlou 2013), as
ty and vulnerability” (Lee and See 2004 p.54). Trust be- there is absence of human interaction (Wang et al. 2003).
tween users and informational/transactional websites is Trust towards the e-vendor is vital for the consumer to
based on perceptions of risk, ease of use and credibility feel protected from harmful behaviours, such as unfair
(Corritore et al. 2003). Credibility comprises the objective pricing, inaccurate information, violations of privacy, un-
and subjective components of the believability of a source authorised use of personal information and unauthorised
or message. It involves trustworthiness, expertise, believ- tracking of transactions (Gefen et al. 2003). Trust plays al-
ability and honesty (Parasuraman et al. 1985). Credibility so an important role in increasing consumers’ intended
plays an important role in positively affecting behavioural use of a website. In the context of interactions with auto-
intentions to use online services (Wang et al. 2003). Credi- mated systems, trust is crucial in order to encourage auto-
bility is strongly linked to trust based on a partner’s ex- mation use (Hoff and Bashir 2015). Moreover, as suggest-

40 SMR · Journal of Service Management Research · Volume 4 · 1/2020 · p. 35 – 51

Fig. 1 Conceptual model

ed by Benbasat and Wang (2005), trust plays also a key to be more attracted to digital technologies (McMillan and
role in increasing consumers’ intentions to use online rec- Morrison 2006; Barbosa et al. 2018; Ashraf et al. 2014).
ommendation agents. Thus, we propose that in the con-
text of chatbots, trust has a positive effect on the intention 3.2. Measures
to use it again after the first interaction (Venkatesh et al.
In order to measure the construct, we adapt existing scales
2012):
from the literature to the service travel chatbot context. To
H12: Trust in a chatbot has a positive effect on the intention to measure competence, we adapt scales from Sirdeshmukh
reuse. et al. (2002) and van Dolen et al. (2002). To measure reli-
ability, we adapt the scale from Tybout et al. (2005) and
All the hypotheses are formalised in the conceptual model
Park and Park (2008). To measure responsiveness, we use
below (Fig. 1).
the scale of Gorn et al. (2004). To measure empathy, we
adapt the scale of Hausman (2004). For credibility, we use
the scale of Bower (2001). For tangibles, we adapt the scale
3. Methodology
from Parasuraman et al. (1985). To measure the perceived
ease of use, we adapt the scale from Rauniar et al. (2014).
3.1. Research design
To measure the perceived usefulness, we adapt the scale
We test our model with a travel chatbot in France, called from Deshpande and Zaltman (1992). For trust, we use the
Flybot. With more than 600,000 unique users, including scale of Crosby et al. (1990), and to measure the intention
more than 150,000 monthly users, it brings together the to reuse, we use the scale of Harris and Goode (2004) and
largest community of travellers on Facebook Messenger. Zeithaml et al. (1996). All detailed scales and items can be
Within five minutes, Flybot is able to determine the best seen in the appendix (Tab. A1)
flights for the criteria given (distance, price, flight time).
We conduct exploratory factor analyses and confirmatory
We conducted an online survey in December 2018 on Face-
factor analyses. The reliability (p) and convergent validity
book and LinkedIn. The participants were asked to search
are satisfactory for each item (p > .7, Conv. Val. > .5; see
for a flight ticket with Flybot on Messenger. As Flybot
Tab. A2 in the appendix). The discriminant validity is sat-
works solely in French, only French participants partici-
isfactory (Corr (A, B) 2 < Conv. Val. (A) and Corr (A, B)2 <
pated in the study. After the interaction with the chatbot
Conv. Val. (B); see Tab. A3 in the appendix). The measure-
Flybot (users had to simulate a booking request for a long
ment model achieved good fit according to usual fit indi-
haul flight Toulouse-Bangkok based on the best price crite-
ces: RMSEA < .08, CFI > .90, and TLI > .90 (see Tab. A4 in
rion), questionnaires were administered to the partici-
the appendix).
pants. In total, 146 responses were collected. Of the sam-
ple, 73.3 % were women and 26.7 % were men. Eighty-five
percent of the respondents were between 18 and 25 years 4. Results
old. Even if this biased sample limits generalizability to
older generations, samples drawn from students are useful In order to test the hypotheses, we conduct structural
as this generation represents a promising market segment equation and mediation analysis using the software R
for new technologies (including chatbots) since they tend 3.6.1. The results are summarized in table 1 below.

SMR · Journal of Service Management Research · Volume 4 · 1/2020 · p. 35 – 51 41

Hypothesis ȕ p Hypotheses 95% confidence

Significant
H1: Tang ĺ PU .14 .049 Accepted Mediation Ǻ interval
H2: Tang ĺ PEU .603 .001 Accepted Lower Upper
H3: Comp ĺ PU -.31 .016 Rejected Comp ĺ PU ĺ IRU -.2 -21.71 21.31 No
Tang ĺ PU ĺ IRU .09 -3.54 3.73 No
H4: Rel ĺ PU 1.22 .001 Accepted Rel ĺ PU ĺ IRU .75 -24.36 25.87 No
H5: Resp ĺ PU -.08 .164 Rejected
Notes: Comp = Competence; PU = Perceived Usefulness; IRU
H6: Emp ĺ PU .004 .962 Rejected = Intention to reuse; Tang = Tangibles; Rel = Reliability
H7: Emp ĺ Trust -.07 .309 Rejected Tab. 2: Results of the mediation analysis
H8: Cred ĺ Trust .96 .001 Accepted
H9: PEU ĺ PU .06 .306 Rejected
H10: PU ĺ IRU .63 .001 Accepted 5. Discussion of the results
H11: PEU ĺ IRU -.01 .847 Rejected
H12: Trust ĺ IRU .13 .452 Rejected By integrating SERVQUAL variables into extended Tech-
Notes: Tang = Tangibles; PU = Perceived Usefulness; PEU = nology Acceptance Models, this study aims to understand
Perceived Ease of Use; Comp = Competence; Rel = Reliability; the most relevant factors that drive chatbot acceptance
Resp = Responsiveness; Emp = Empathy; Cred = Credibility; and the intention to reuse.
IRU = Intention to Reuse
Tab. 1: Results of the structural equation model Our results are in line with the literature (Minge et al.
2017; Mahlke 2007; Lindgaard and Dudek 2003; Hassen-
zahl 2005) and show two types of system or technology
Regarding H1, the results show that tangibles (colours, vi-
qualities that influence chatbot user behaviours: technolo-
sual appearance) have a significant and positive effect on
gy adoption and technology usage. On the one hand, we
PU (β = .14, p = .049). H1 is thus accepted. Moreover, tan-
demonstrate the importance of instrumental qualities of a
gibles also have a highly significant and positive effect on
chatbot, such as chatbot (Davis 1989; Venkatesh and Davis
PEU (β = .603, p < .001). H2 is thus accepted. Competence
2000; Kulviwat et al. 2007; Venkatesh et al. 2012). On the
has a significant negative effect on PU (β = -.31, p = .016).
other hand, non-instrumental qualities, which concern the
H3 is thus rejected. Reliability has a highly significant and
visual aesthetics and attractiveness of the chatbot, have a
positive effect on PU (β = 1.22, p < .001). H4 is thus accept-
significant impact on its adoption. In particular, the co-
ed. Responsiveness does not have a significant effect on
lours and the appearance of the chatbot have a significant
PU (p = .164). H5 is thus rejected. Empathy does not have a
positive effect on its perceived usefulness and a strong
significant effect on PU (p = .962). H6 is thus rejected. Em-
positive effect on its perceived ease of use. In line with ex-
pathy does not have a significant effect on trust (p = .309).
isting research, a tangible, physical environment plays an
H7 is thus rejected. Credibility has a highly significant and
important role in generating positive consumer evalua-
positive effect on trust (β = .96, p < .001). H8 is thus accept-
tions of the service experience and subsequent behaviou-
ed. The PEU does not have a significant effect on PU (p =
ral intentions (Wakefield and Blodgett 1999). In line with
.306). H9 is thus rejected. The PU has a highly significant
previous research, our study confirms that in virtual envi-
and positive effect on the intention to reuse (β = .63, p <
ronments, tangible elements such as aesthetics (e.g. visual
.001). H10 is thus accepted. The PEU does not have a sig-
elements of the interface) play an important role in posi-
nificant effect on the intention to reuse (p = .847). H11 is
tively affecting the perceived usefulness and perceived
thus rejected. Trust does not have a significant effect on
ease of use of chatbots (“Beautiful is usable”) and, subse-
the intention to reuse (p = .452). H12 is thus rejected.
quently, in determining a consumer’s intention to reuse
(Hausman and Siekpe 2009). Nevertheless, the influence
4.1. Mediation analysis
of perceived usefulness on the overall appraisal of the
In the mediation analysis, we test three different con- chatbot was found to be higher than that of aesthetics
structs: the impact of competence on the intention to reuse (Minge et al. 2017). This is in line with Minge and Thüring
via PU, the impact of tangibles on the intention to reuse (2018) who show that the effect of aesthetics on product
via PU and the impact of reliability on the intention to re- usability is strong only in the short term, either before or
use via PU. The statistical analysis reveals that all three during the early stage of adoption of a product, and it
mediations are not significant. The links of competence, quickly vanishes once users have become acquainted with
tangibles, and reliability on intention to reuse the chatbot a product.
are thus all direct and not mediated by perceived useful-
Furthermore, our study suggests that the strongest deter-
ness.
minant of the perceived usefulness of the chatbot is the
agent’s reliability. Thus, we confirm that, in the context of
customer service through a chatbot, consumers expect a

42 SMR · Journal of Service Management Research · Volume 4 · 1/2020 · p. 35 – 51

service to be performed accurately and in a timely man- ally attributed to robots that are more animate and hu-
ner. This result is in line with the literature (Yang and Jun manlike (van Doorn 2017; Bartneck et al. 2009). Thus, the
2002), which shows that, in digital contexts, reliability is lack of anthropomorphic and humanlike cues of the chat-
the most important dimension of the perceived service bot used in this study may have affected this counterintui-
quality. tive result.

In line with the literature (Wang et al. 2006), we also show Moreover, in contrast to the literature, our results show
that the credibility of the chatbot agent has a direct and that the perceived ease of use of chatbots does not lead to
positive effect on trust. The service agent needs to be per- more perceived usefulness. Thus, we suggest that consu-
ceived as an expert that is credible, impartial, well-in- mers tend to find the chatbot useful not because of its em-
formed and qualified. Nevertheless, our study does not pathy or ease of use, but because of the concrete function-
reveal any significant effect of trust on the intention to reality and reliability of the technology, which is considered
use the chatbot, suggesting that the simple fact of trusting more important to help consumers to execute tasks or re-
the chatbot is not enough to increase the intention to re- ceive the service they are looking for.
use it again if users perceive it to be useful for their pur-
poses.
6. Theoretical contributions
In contrast to the literature, responsiveness, empathy
and perceived ease of use do not have any effect on per-
On a theoretical level, our study offers three main contri-
ceived usefulness. In this regard, previous literature
butions to service research and sheds light on consumers’
shows that in highly involved service settings (i.e. eco-
perceptions and acceptance of AI-based service agents.
nomic transactions), higher degrees of social interaction
Firstly, considering that little research in the service field
relative to functional content can be perceived in a nega-
has empirically investigated the usage of conversational
tive way by consumers (Köhler et al. 2011). Chatbots
agents (Wünderlich and Paluch 2017; Hill et al. 2015;
should thus be designed to provide customers with rele-
Chung et al. 2018), this is one of the first studies where
vant, reliable and functional content about the service,
perceived service quality and acceptance have been ana-
thus enhancing the customer’s ability to use the firm’s
lysed after a real experience with an existing chatbot.
services. Furthermore, empathy seems not to be a rele-
Thus, our empirical approach allows us to get meaningful
vant factor in an automated, routine interaction that is
insights related to the real usage of this technology in ser-
driven by economic purposes rather than socio-relational
vice settings and increases the ecological validity of our
purposes (such as in the context of Flybot focusing on
results.
transactional purposes). Even with media increasingly
emphasising ideas of human-robot relationships, cus- Secondly, we integrate for the first time two well-estab-
tomer relationships with service robots/chatbots seem to lished theories widely used in service research and infor-
be a distinct phenomenon because they differ from tradi- mation system research, SERVQUAL (Parasuraman et al.
tional customer-firm links and put less focus on human 1985) and Technology Acceptance Models (Venkatesh et
skills, such as empathy (van Doorn et al. 2017). While al. 2012; Ostrom et al. 2019; Kulviwat et al. 2007; Davis et
chatbots are increasingly able to perform standardised al. 1989; Davis 1989), respectively, and test them in the
tasks, as well as analyse big data, it is likely there will be new, emerging context of AI-based service agents (chat-
some human characteristics that technology will have bots). This approach allows for the measurement of tradi-
difficulty replacing. Namely, service contexts characteri- tional service quality dimensions in the innovative context
sed by strong needs for empathy (e.g. those faced by pro- of AI-technology based services, thus investigating both
fessors, doctors, psychologists, social workers), where consumers’ perceptions of the service quality and consu-
developing original and creative solutions is required mers’ beliefs related to the technological components of
(e.g. designers, engineers) or necessitates high levels of the service.
social intelligence (e.g. managerial positions), are less at
Finally, by highlighting the relationship between usabili-
risk for automation.
ty and aesthetic in affecting customers’ intention to re-
In contrast to the literature, a counterintuitive result is that use the chatbot, our results integrate and harmonise the
perceived competence of the chatbot has a negative effect literature between two different fields: service research
on the PU. Considering that chatbots are often rule-based (Parasuraman et al. 1985; Hausman and Siekpe 2009;
and follow predetermined scripts, they may often fail to Cronin and Taylor 1994; Buttle 1996; Asubonteng et al.
properly answer customers’ requests. Therefore, users 1996) and human-robot interactions (Minge and Thüring
might not consider competence as an important factor 2018; Mahlke 2007; Hill et al. 2015; Hartmann et al.
when interacting with a chatbot. Moreover, research 2007). Thus, the results of the study offer insights from a
shows that higher intelligence and competence are gener- wider perspective by inviting the dialogue between

SMR · Journal of Service Management Research · Volume 4 · 1/2020 · p. 35 – 51 43

these different disciplines and opening further research in ficities. For instance, research shows that in the case of
related fields. highly involved service contexts (e.g. chatbots and con-
versational agents used for medical and health advice),
expressions of empathy and emotional support are favou-
7. Managerial implications red over unemotional provisions of advice (Liu and Sun-
dar 2018; Gelbrich et al. 2017). Thus, when implementing
By adopting a consumer perspective, our results also offer a conversational agent or chatbot, managers should care-
interesting insights to managers who want to reshape fully consider the context of usage and the purposes of
their customer service through AI and service chatbots. In the technology.
particular, we have identified the factors that mostly affect
the perceived service quality in customer-chatbot interac-
tions and lead to higher acceptance and increased reuse of 8. Limitations and future research directions
automated service robots. The most important criterion to
increase the users’ intention to reuse a chatbot is its per- Our study presents some limitations that need to be ad-
ceived usefulness. In the case of customer experience dressed. First, SERVQUAL is a concise multiple-item scale
through a chatbot, the reuse of the service is strongly driv- with good reliability and validity that firms can use to bet-
en by the perception of the chatbot’s ability to efficiently ter understand the service expectations and perceptions of
perform the task and deliver the service required. Users consumers and, as a result, improve service. SERVQUAL
thus have to believe in the existence of a positive use-per- has been designed as a generic measure, applicable across
formance-efficiency relationship by interacting with the a broad spectrum of services. As such, it provides a basic
chatbot (Venkatesh et al. 2012; Ostrom et al. 2019; Kulvi- skeleton through its expectations/perceptions format
wat et al. 2007; Davis 1989). In order to increase perceived with encompassing statements for each of the service
usefulness and, subsequently, to have a real competitive quality dimensions. However, SERVQUAL is a conten-
advantage, managers should improve chatbots’ efficiency tious scale that has been widely used but critiqued, as its
and reliability to perform the promised services depend- dimensions are not universal and it is known to be unable
ably and accurately (Parasuraman et al. 1985). Perceived to capture the contextual information that significantly in-
credibility is also considered an important factor. In par- fluences users’ perceptions (Yarimoglu 2014; Buttle 1996).
ticular, in order to be trusted, the chatbot should be per- The validity of the SERVQUAL model as a generic instru-
ceived as an expert that is well-informed and qualified. ment for measuring service quality across different service
Even if the influence of a chatbot’s perceived usefulness sectors has also been raised. A simple revision of SER-
on the overall service quality judgment is higher than that VQUAL items is not enough for measuring service quality
of aesthetics (Minge et al. 2017), our results show that con- across different service settings, as customers’ assess-
sumers give particular attention to its tangible aesthetic ments may vary in offline and online contexts. Further-
characteristics. In particular, colours and appearance play more, SERVQUAL focuses on the process of service deliv-
an important role in increasing the chatbot’s perceived ery, not the outcomes of the service encounter. Therefore,
usefulness. Thus, we suggest that the visual elements of its predictive quality is questioned. In the context of hu-
the chatbot need to be carefully designed in order to make man-chatbot interactions, a more granular approach to
the interaction and the service delivery more pleasant for measure users’ perceptions and future intention behavi-
the users. Nevertheless, managers have to ensure that the ours might be required, such as E-SERVQUAL for online
effect of aesthetics on the chatbot’s perceived usefulness is contexts (Parasuraman et al. 2005), SERVPERF (Cronin
strong only in the short term, as it quickly vanishes once and Taylor 1992, 1994), the extended hierarchical model
users have become acquainted with a product or service (Dagger et al. 2007; Brady and Cronin 2001;), the
(Minge and Thuring 2018). SNSQUAL for social network service quality (Phillips et
al. 2016) or the ARTQUAL to assess aesthetic environ-
Finally, in contrast to general assumptions, our results
ments (Ijadi Maghsoodi et al. 2019).
show that empathy does not play a major role in human-
chatbot interactions. In fact, users seem to value the chat- Second, research suggests that humanlike (affective) non-
bot more for its utilitarian functions than for its socio-re- verbal behaviour is more effective in transporting a chat-
lational objectives. Thus, we suggest that in the case of bot’s communicative message than robot-specific nonver-
chatbot interactions characterised by transactional pur- bal behaviour (Rosenthal et al. 2018). Furthermore, service
poses, the focus should be more on the reliability, accura- robots can be designed as humanoid (i.e. anthropomor-
cy of the responses and usefulness rather than on the rela- phic) to simulate a human or non-humanoid appearance
tional aspects through empathy. Nevertheless, managers (Wirtz et al. 2018). Future research about this should inte-
should be careful not to immediately generalise our re- grate how humanlike versus robot-specific service robot
sults to other contexts, as they may have different speci- designs and behaviours moderate positively or negatively

44 SMR · Journal of Service Management Research · Volume 4 · 1/2020 · p. 35 – 51

the impact of SERVQUAL variables on the intention to re- term, and if it quickly vanishes once users have become
use a chatbot. Thus, extending the research to include var- acquainted with a product.
iables such as warmth and competencies (van Doorn et al.
Finally, if media increasingly emphasises ideas of human-
2017) should mediate the impact of a chatbot’s service
robot relationships, future research should investigate
production on service outcomes (e.g. service experience,
similarities and differences between these bonds and de-
satisfaction, engagement, loyalty). Then, service manipu-
termine if traditional theories (e.g. social exchange theory,
lability (e.g. the degree to which service experiences can
relationship norms) can be applied to explain customer-
be customised by consumers) should also be considered,
robot relationships or if novel theories are needed (van
as service customisation is key to success (Bitner et al.
Dorn et al. 2017). For that, the service robot acceptance
2000).
model (sRAM) with social-emotional and relational ele-
Third, research about the impact of chatbots’ versus hu- ments (Wirtz et al. 2018) would be a promising research
man service providers’ positive or negative outcomes, as avenue.
well as the attribution of the responsibilities on satisfac-
tion and the intention to reuse, would be a promising re-
search outlook (Jörling et al. 2019). 9. Conclusion
Fourth, considering that Flybot can interact only in
In the future, technology will continue to play a major role
French, the sample is composed solely of French respon-
in the numerous service experiences that engage custom-
dents. Thus, the results are not generalizable across differ-
ers on a social level and enable true relationships between
ent nationalities. Moreover, the majority of the partici-
service robots and humans. By adopting a consumer per-
pants are students between 18 and 25 years old. Consider-
spective, we identify the most important service quality
ing that younger generations are more familiar with tech-
determinants that characterise the interaction with a ser-
nologies, an older sample could present different results.
vice robot/chatbot in the context of flight booking online.
For this reason, we suggest replicating the study with par-
For the first time in this research field, we integrate and
ticipants from different nationalities and different genera-
apply two well-known and widely accepted theoretical
tions.
models, extended TAM and SERVQUAL, to the context of
Fifth, respondents used the chatbot during a limited a chatbot in customer service production. The results sug-
timeframe and only one time. Longitudinal studies are gest that customers prefer the chatbot for its usefulness
recommended, where other contexts are included and and reliability. Empathy and trust do not have any signifi-
where the customers may have different needs and pur- cant impact. Thus, we argue that in some contexts, such as
poses. For instance, in the context of health services, cus- in highly involved service settings characterised by eco-
tomers may find other criteria, such as empathy, more nomic transactions, consumers prefer chatbots for their
valuable. Finally, other mediation and moderation effects utilitarian value and their reliability, not for their socio-re-
could be investigated by taking into account variables lational abilities. The results also show that the tangible el-
that are important in the service literature, such as cus- ements, in particular the colours and the visual appear-
tomer satisfaction with the service delivered by the chat- ance, play an important role in affecting the perceived
bot. A longitudinal (pre-use vs. post-use) three-factor, usefulness and perceived ease of use. On the other hand,
mixed design research design would be recommended to the perceived ease of use does not have any effect on the
verify if the main stream research “Beautiful is usable” intention to reuse the chatbot. The study opens the way
holds (Tractinsky 2004; Kurosu and Kashimura 1995), or for new potential research about customer preferences to-
if the opposing view is valid, which claims that “Usable wards chatbots and offers potential insights to managers
gets beautiful” (Minge and Thuring 2018; Tuch et al. who want to introduce this technology in their customer
2010). Furthermore it could be tested if the effect of aes- service.
thetics on product usability is strong only in the short

SMR · Journal of Service Management Research · Volume 4 · 1/2020 · p. 35 – 51 45

Appendix

Authors (year) Concepts and items of scales Cronbach alpha

Van Dolen et al. (2002) Competence:
A1) Flybot is efficient
Sirdeshmukh et al. (2002) A2) Flybot is thorough
.923
A3) Flybot meets my needs
A4) Flybot performs as I expected
A5) Flybot competently handles my request
Tybout et al. (2005) Reliability:
Park et al. (2008) B1) Flybot is useful
B2) Flybot is reliable .863
B3) Flybot gives useful information
B4) Flybot gives real information
Gorn et al. (2004) Responsiveness:
C1) Flybot responds quickly .851
C2) Flybot responds immediately
Hausman (2004) Empathy:
D1) Flybot is sympathetic
.826
D2) Flybot is honest
D3) Flybot is attentive
Bower (2001) Credibility:
F1) Flybot is credible
F2) Flybot is impartial
.899
F3) Flybot is well-informed
F4) Flybot is qualified
F5) Flybot is an expert
Parasuraman et al. (1985) Tangibles:
G1) Flybot has attractive Messenger colours
.911
G2) Flybot has attractive website colours
G3) Flybot has an attractive appearance
Davis (1989) Perceived ease of use:
H1) Flybot is adaptable
.752
H2) Flybot is understandable
H3) Flybot is easy to use
Davis (1989) Perceived usefulness: .889
I1) Flybot gives useful information
I2) Flybot gives exact information
I4) Flybot is efficient
Crosby et al. (1990) Trust:
J1) Flybot engages me
J2) Flybot puts my interests first .899
J3) Flybot keeps its promises
J4) Flybot gives perfect service quality
Zeithaml et al. (1996) Intention to reuse:
K1) I will keep using Flybot
.907
K2) I will give positive comments on Flybot to others
K3) I will recommend Flybot
Tab. A1: Measurement scales and Cronbach alpha

46 SMR · Journal of Service Management Research · Volume 4 · 1/2020 · p. 35 – 51

Constructs Į ȡ Conv. val. Loadings

Competence .923 .926 .714
A1 – Efficient .792
A2 – Thorough .771
A3 – Meets needs .910
A4 – Performs as expected .874
A5 – Handles requests .870
Reliability .863 .869 .626
B1 – Useful .693
B2 – Reliable .828
B3 – Useful information .849
B4 – Real information .786
Responsiveness .851 .852 .743
C1 – Quick .839
C2 – Immediate .884
Empathy .826 .842 .643
D1 – Sympathy .752
D2 – Honest .699
D3 – Attentive .935
Credibility .899 .899 .643
F1– Credible .835
F2 – Impartial .687
F3 – Well-informed .827
F4 – Qualified .838
F5 – Expert .811
Tangibles .911 .913 .778
G1 – Flybot Colours .832
G2 – Website colours .848
G3 – Flybot Appearance .960
Perceived ease of use .752 .769 .625
H1 – Adaptability .787
H2 – Understandable .794
H3 – Easy to use .793
Perceived usefulness .869 .869 .678
I1– Useful information .852
I2 – Exact information .840
I4 – Efficient .764
Trust .899 .903 .702
J1 – Engagement .844
J3 – Keeps promises .914
J4 – Perfect service quality .872
Intention to reuse .907 .917 .789
K1 – Keep using .749
K2 – Positive comments .946
K3 – Recommendation .954
Tab. A2: Reliability (α and ρ ) and convergent validity

SMR · Journal of Service Management Research · Volume 4 · 1/2020 · p. 35 – 51 47

M SD Comp Rel Resp Emp Cred Tang PEU PU Trust IRU

Comp 5.20 1.25 .714
Rel 5.24 1.10 .545 .626
Resp 6.14 .98 .023 .047 .743
Emp 4.93 1.23 .007 .176 .095 .643
Cred 4.92 1.09 .153 .605 .043 .298 .643
Tang 5.87 1.01 .033 .035 .098 .132 .077 .778
PEU 5.70 1.04 .269 .177 .130 .164 .258 .225 .625
PU 5.16 1.19 .422 .541 .033 .219 .640 .084 .256 .694
Trust 5.09 1.16 .169 .546 .033 .285 .613 .088 .271 .686 .702
IRU 4.31 1.52 .303 .397 .033 .148 .408 .030 .135 .370 .376 .789
Notes: Notes: Comp = competence; Rel = reliability; Resp = responsiveness; Emp = empathy; Cred = credibility; Tang = tangibles;
PEU = perceived ease of use; PU = perceived usefulness; IRU= intention to reuse.
Tab. A3: Discriminant validity

Ȥ² DF RMSEA CFI TLI Bower, A. B. (2001). Highly attractive models in advertising

839 481 .072 .915 .901 and the women who loathe them: The implications of nega-
Tab. A4: Indices of fit tive affect for spokesperson effectiveness. Journal of Adver-
tising, 30(3), 51–63. https://doi.org/10.1080/00913367.2001
.10673645.
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How Service Quality Influences Customer Acceptance

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How Service Quality Inﬂuences Customer Acceptance and Usage of Chatbots?

Article in Journal of Service Management Research · January 2020

Lars Meyer-Waarden Giulia Pavone

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2.2.4. The effect of responsiveness on perceived

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40 SMR · Journal of Service Management Research · Volume 4 · 1/2020 · p. 35 – 51

Fig. 1 Conceptual model

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Hypothesis ȕ p Hypotheses 95% confidence

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Authors (year) Concepts and items of scales Cronbach alpha

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Constructs Į ȡ Conv. val. Loadings

SMR · Journal of Service Management Research · Volume 4 · 1/2020 · p. 35 – 51 47

M SD Comp Rel Resp Emp Cred Tang PEU PU Trust IRU

Ȥ² DF RMSEA CFI TLI Bower, A. B. (2001). Highly attractive models in advertising

48 SMR · Journal of Service Management Research · Volume 4 · 1/2020 · p. 35 – 51

spective. Journal of Marketing, 54(3), 68–81. https://doi.org/ 84902967348&partnerID=40&md5=9847c270b35e3c22a65b1

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