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Book part
Publication date: 1 August 2023

Julie Stubbs, Sophie Russell, Eileen Baldry, David Brown, Chris Cunneen and Melanie Schwartz

Abstract

Details

Rethinking Community Sanctions
Type: Book
ISBN: 978-1-80117-641-5

Article
Publication date: 5 April 2023

Kriti Krishna, Bharadhwaj Sivakumaran, Satish S. Maheswarappa and Ankur Jha

This paper aims to develop a conceptual model to understand how different gamification designs (hedonic and utilitarian) evoke different emotions and impact subsequent patronage…

Abstract

Purpose

This paper aims to develop a conceptual model to understand how different gamification designs (hedonic and utilitarian) evoke different emotions and impact subsequent patronage intentions for online consumers in different mindsets.

Design/methodology/approach

The authors first conducted a content analysis study and then tested the model with two online experiments [both 2 × 2 factorial designs – gamification (hedonic/utilitarian) and mindset (implemental/deliberative), with different utilitarian and hedonic products].

Findings

Gamification with hedonic benefits influences website patronage intentions by evoking promotion emotions, while gamification with utilitarian benefits does so by evoking prevention emotions. Gamification with hedonic benefits has a stronger impact on consumers shopping with deliberative mindsets, while gamification with utilitarian benefits works better for those with implemental mindsets.

Research limitations/implications

Future research may extend the present work by considering other types of gamification.

Practical implications

Managerially, e-tailers may use gamification with hedonic aspects for consumers in deliberative mindsets and utilitarian aspects for those in implemental mindsets.

Originality/value

To the best of the authors’ knowledge, this research is the first to draw a link between mindsets and gamification. This research is also the first to operationalize gamification as hedonic and utilitarian based on their design characteristics and to establish emotional consequences as an important link between gamification and user behaviors.

Details

European Journal of Marketing, vol. 57 no. 5
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 2 February 2024

Shichang Liang, Rulan Li, Bin Lan, Yuxuan Chu, Min Zhang and Li Li

This study explores how chatbot gender and symbolic service recovery may improve the satisfaction of angry customers in the context of service failures. It provides a strategy for…

Abstract

Purpose

This study explores how chatbot gender and symbolic service recovery may improve the satisfaction of angry customers in the context of service failures. It provides a strategy for companies to deploy chatbots effectively in customer anger.

Design/methodology/approach

This research relies upon a systematic literature review to propose three hypotheses, and we recruit 826 participants to examine the effect of chatbot gender on angry customers through one lab study and one field study.

Findings

This research shows that female chatbots are more likely to increase the satisfaction of angry customers than male chatbots in service failure scenarios. In addition, symbolic recovery (apology vs. appreciation) moderates the effect of chatbot gender on angry customers. Specifically, male (vs. female) chatbots are more effective in increasing the satisfaction of angry customers when using the apology method, whereas female (vs. male) chatbots are more effective when using the appreciation method.

Originality/value

The rapid advancements in artificial intelligence technology have significantly enhanced the effectiveness of chatbots as virtual agents in the field of interactive marketing. Previous research has concluded that chatbots can reduce negative customer feedback following a service failure. However, these studies have primarily focused on the level of chatbot anthropomorphism and the design of conversational texts, rather than the gender of chatbots. Therefore, this study aims to bridge that gap by examining the effect of chatbot gender on customer feedback, specifically focusing on angry customers following service failures.

Details

Journal of Research in Interactive Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2040-7122

Keywords

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