University of Twente Student Theses


The effect of chatbots tone of voice on trust and customer satisfaction

Akcora, mr Caner (2020) The effect of chatbots tone of voice on trust and customer satisfaction.

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Abstract:In the past, contacting a company took quite a lot of effort, i.e. calling the company or writing an email and waiting for its response. Calling the company was not always free and email responses took quite a lot of time. Chatbots solved this problem and are nowadays an important communication tool between customers and businesses. However, there is no empirical knowledge available about the tone of voice of a chatbot and the effect on customers’ trust and satisfaction. This research is conducted examine the effects the four types of tone of voice (formal, casual, enthusiastic and funny) have on customers’ trust and satisfaction. A survey experiment is conducted to gather the data needed for this research. A within subjects design is used. Results found that the four levels of tone of voice significantly differ from one another. Casual tone of voice has the highest impact on trust and customer satisfaction, both individually as well as combined, followed by formal, enthusiastic and funny. This study also explored the possible moderating effects of age both, on trust and on satisfaction. Results show that there is no moderating effect of age.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies, 17 linguistics and theory of literature, 85 business administration, organizational science
Programme:Business Administration MSc (60644)
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