I’m Not a Chatbot: An Empirical Investigation of Humanized Profiles of Social Media Customer Service Representatives

dc.contributor.author Cheng, Huai-Tzu
dc.contributor.author Pan, Yang
dc.date.accessioned 2020-12-24T19:51:55Z
dc.date.available 2020-12-24T19:51:55Z
dc.date.issued 2021-01-05
dc.description.abstract While artificial intelligence is robotizing customer service at an unprecedented pace, there is great concern that robotized customer service could undermine customer satisfaction. This study searches for a solution that humanizes customer service to address this concern. Aiming to increase humanization, U.S. telecom giant T-Mobile recently added personal identities to its customer service representatives’ profiles on Twitter. Here, we examine the effect of humanized profiles on customers’ expressions of emotion or complaints via public tweets. The study provides novel insight explaining why customers are more likely to express positive emotions and fewer complaints if they are interacting with customer service representatives with a humanized profile on a social media platform. Interestingly, this effect is stronger among female users. We also discuss the implications for research and practice.
dc.format.extent 10 pages
dc.identifier.doi 10.24251/HICSS.2021.506
dc.identifier.isbn 978-0-9981331-4-0
dc.identifier.uri http://hdl.handle.net/10125/71123
dc.language.iso English
dc.relation.ispartof Proceedings of the 54th Hawaii International Conference on System Sciences
dc.rights Attribution-NonCommercial-NoDerivatives 4.0 International
dc.rights.uri https://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subject Crowd-based Platforms
dc.subject customer complaint
dc.subject customer service
dc.subject difference-in-differences
dc.subject natural experiment
dc.subject social media
dc.title I’m Not a Chatbot: An Empirical Investigation of Humanized Profiles of Social Media Customer Service Representatives
prism.startingpage 4167
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