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AI chatbot service recovery quality and customer experience: a moderated mediation model of continuance usage intention

Mei Kei Leong et al.

Journal of Consumer Marketing2026https://doi.org/10.1108/jcm-02-2025-7638article
AJG 1ABDC A
Weight
0.37

Abstract

Purpose This study aims to investigate the direct and indirect relationship between AI chatbot service recovery quality (SRQ) and its continuance usage intention through the stimulus-organism-response (SOR) model. The moderating role of perceived animacy, through the mediation of customer experience, is also examined based on the Uncanny Valley Theory. Design/methodology/approach Two survey-based studies were conducted to test the mediation and moderated mediation frameworks, respectively. Study 1 recruited 159 American participants from the online panel Prolific, while Study 2 recruited 269 students from a large private university in Malaysia. Data were analyzed using SmartPLS 4.0 and the conditional indirect effects were examined using PROCESS Macro. Findings Study 1 revealed a significant partial mediation effect of customer experience between AI chatbot SRQ and continuance usage intention. Study 2 found a significant moderated mediation effect of perceived animacy; as perceived animacy increases, the positive impact of SRQ on customer experience decreases, ultimately lowering continuance usage intention. Interestingly, the conditional indirect effect of perceived animacy was found to become insignificant at a higher level (+1 SD). Originality/value Our multi-study approach enhances the nomological validity of the SOR Model and offers cross-sample validation of E-RecS-QUAL dimensions in a technology-mediated service context. The inclusion of perceived animacy adds psychological depth, offering insights for service providers seeking to improve AI chatbots’ service quality and customer experience.

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https://doi.org/https://doi.org/10.1108/jcm-02-2025-7638

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@article{mei2026,
  title        = {{AI chatbot service recovery quality and customer experience: a moderated mediation model of continuance usage intention}},
  author       = {Mei Kei Leong et al.},
  journal      = {Journal of Consumer Marketing},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.1108/jcm-02-2025-7638},
}

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Evidence weight

0.37

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.16 × 0.4 = 0.06
M · momentum0.53 × 0.15 = 0.08
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.