The influence of transparency, anthropomorphism, and positive politeness on chatbots for service recovery in E-health applications

A service failure occurs when a service provider cannot meet user expectations, and a failure to meet customer expectations can reduce user satisfaction, resulting in complaints. Based on this, this study aims to analyze the influence of aspects of chatbots on consumer forgiveness that influence continuance intentions for service recovery in e-health. We obtained quantitative data from questionnaires filled out by 338 respondents and qualitative data from interviews with 30 informants. The quantitative data obtained was processed using a covariance-based structural equation model, while the qualitative data were processed using the content analysis method. This study shows that anthropomorphism and transparency influence chatbot trustworthiness and that two dimensions of trustworthiness (ability and integrity) influence consumer forgiveness. In addition, consumer forgiveness has a significant effect on users’ continuance intentions. Positive politeness and another dimension of trustworthiness—benevolence—did not significantly affect customer forgiveness. The results of this study are expected to provide input for e-health service providers, especially developers, regarding the aspects of chatbots that should be present in handling service recovery.