The influence of repeated two-syllable communication strategy on AI customer service interaction
Wenting Feng, Shuyun Xue, Tao Wang · Journal of Research in Interactive Marketing · 2024
Purpose The primary objective of this research is to explore the impact of the repeated two-syllable communication strategy on the interaction effectiveness between AI and customers. Design/methodology/approach This study adopts an experimental research methodology to investigate the role of the repeated two-syllable communication strategy employed by AI customer service agents. Findings Study 1 shows that AI agents using the repeated two-syllable strategy enhance the interaction effectiveness between AI and customers. Study 2 identifies humanization perception as a key factor linking the strategy to better interaction effectiveness. Study 3 highlights how consumer materialism moderates this effect, while Study 4 examines how the type of agent (AI vs. human) influences the results. Originality/value This study extends the application of AI communication strategies in interactive marketing, specifically how AI agents enhance consumer interaction through repeated two-syllable communication. It pioneers the exploration of AI-human interaction, enriching the humanization theory by revealing how AI can evoke emotional responses. The study also integrates consumer materialism as a moderating factor, offering new theoretical and practical insights for brands to optimize AI-customer service interactions and improve engagement in real-world marketing contexts.