Artificial intelligence service reduces customer citizenship behavior for warm brands versus competent brands

Abstract

Chatbot services powered by artificial intelligence (AI) have begun to replace staff on the frontline in various industries. This research examined how AI service affects customer citizenship behavior. Drawing on emotional spillover theory, we conducted two experiments (Ns = 140 and 200). The results demonstrated there was a negative effect of AI (vs. human) service on customer citizenship behavior and identified positive emotion as the underlying mechanism of this effect (Study 1). Additionally, brand stereotypes were found to moderate the relationship between service type and positive emotions (Study 2). Specifically, the relationship became weaker for competent (vs. warm) brand service. These findings contribute to promoting customer citizenship behavior in unmanned contexts and provide insights for the application of AI services in frontline operations.