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Understanding the effect of dynamic congruence between chatbots’ facial expressions and messages in service recovery
- Truvace record
- TRV-2026-2670raw data (JSON)
- Version
- v1Published
- First published
- Evidence type
- Controlled or validated comparison
- Sources
- 1 sourcePeer-reviewed
- sha256
- e3de1b175479…check it
Purpose Drawing on the sensory marketing framework and cue congruence theory, this study aims to investigate how chatbot dynamic congruence – the real-time alignment between facial expressions in chatbot profile pictures and the content of generated messages – shapes customer satisfaction and continuance intention in service recovery. The underlying mechanism is examined through the mediating roles of perceived empathy and perceived trustworthiness. Considering three key contextual factors in the service process…
The gain
In four experiments on service recovery, customers who saw a chatbot profile face whose expression matched the tone of its messages reported higher satisfaction and greater intention to keep using the service.
What this doesn’t fix
The effect was weaker when a human intervened and for customers in a high loyalty tier, so the benefit of matched chatbot expressions is not uniform across service contexts.
Sources
1 on file- Journal of Services Marketingdoi:10.1108/jsm-11-2025-0829
Cite this record
v1Truvace Impact Record TRV-2026-2670, v1: “Understanding the effect of dynamic congruence between chatbots’ facial expressions and messages in service recovery.” Truvace, 2026-11-12. /record/TRV-2026-2670 (accessed on the day you copy it). sha256 e3de1b17547939a2…
Change history
1 versionEvery change made to this record since it was first published, and why. Nothing has changed since it went up.
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