Time:10:00 - 11:30 AM,13 May, 2024

Speaker:Dr Xiaoning Liang is an Assistant Professor in the Department of Marketing at Trinity College Dublin, Ireland, and Director of the MSc Digital Marketing programme. She holds a Visiting Academic Position at the University of Glasgow in 2023 and received the Global Scholar Award from the University of Dundee in 2023. Her research includes: marketing management control, digital marketing and technology, and cross-cultural alignment. Her work has been published in journals such as Journal of Product Innovation Management, European Journal of Marketing, Journal of Business Research and she has provided strategic consultancy services to a number of organisations in Ireland.

Abstract:

While chatbots allow companies to connect with customers in a more cost-effective way, they often fail to meet customer expectations and may even negatively impact the user experience. Our research understands the impact of chatbot-induced service failures on users' negative emotions and reveals four coping strategies that customers employ after chatbot failures. It highlights the need for service providers to consider the role of chatbots in user interactions and to balance the use of humans and chatbots in the service environment.