How Frontline Employees’ Relational Communication in Online Service Interactions Drives Customer Satisfaction

Organizations lose billions of dollars due to inadequate customer service. To improve service, and enhance customer satisfaction, frontline employees’ (FLEs) use of relational communication may be key. During online customer service chats, FLEs provide key information and offer solutions, but they also can build customer relationships through conversations. In this article, we establish how relational perceptions get evoked in conversations and what influences they have for the outcomes of customer service interactions. Accordingly, we present an empirical field study that illustrates how FLEs influence customer satisfaction by mirroring or complementing four key themes, in line with relational communication theory: intimate communication, task orientation, assertiveness, and composure. Our results indicate that FLEs should mimic customers’ use of intimate communication and task orientation, complement their assertiveness, and exhibit high levels of composure. Moreover, FLEs should emphasize their task orientation at the conversation's outset, gradually incorporate more intimate communication as it progresses, and adopt assertiveness late in the service chat. These insights, corroborated by four experimental studies, underscore the significance of FLEs’ relational communication. Our findings highlight the value of training FLEs to tailor their word choices adeptly, and leverage the potential benefits of text-monitoring tools, which can help FLEs increase relational perceptions and satisfaction among their customers.