服务失败情景下智能客服自嘲式沟通对用户宽容意愿的影响研究
A Study on the Impact of Self-Deprecating Communication by AI Customer Service on User Forgiveness in Service Failure Scenarios
摘要: 智能客服凭借自身优势已被应用于许多服务场景中，但由于技术水平限制，仍存在诸多问题，无法为用户提供满意的交互体验，导致服务失败。为弥补用户损失，挽救品牌形象，企业需进行服务补救。本研究探讨在服务失败情景下，智能客服能否通过自嘲式沟通提升用户宽容意愿，以及相应作用机制和边界条件。研究发现：智能客服自嘲式沟通能够提升用户的宽容意愿，感知真诚在其中起到中介作用，相比于结果失败，在过程失败情景下，自嘲式沟通提升作用更显著，且感知真诚中介作用更强。
Abstract: Leveraging their inherent advantages, AI customer service agents have been deployed across numerous service scenarios. However, due to technological limitations, various issues persist, preventing them from delivering satisfactory interactive experiences for users and consequently leading to service failures. To compensate for user losses and salvage brand image, companies need to implement service recovery. This study investigates whether AI customer service can enhance user forgiveness through self-deprecating communication in service failure scenarios, along with the underlying mechanisms and boundary conditions. The findings reveal that self-deprecating communication by AI customer service can increase user forgiveness, with perceived sincerity mediating this relationship. Furthermore, compared to outcome failures, the enhancing effect of self-deprecating communication is more pronounced in process failure scenarios, and the mediating effect of perceived sincerity is stronger.
文章引用：苏畅雨. 服务失败情景下智能客服自嘲式沟通对用户宽容意愿的影响研究[J]. 商业全球化, 2026, 14(1): 33-45. https://doi.org/10.12677/bglo.2026.141004

参考文献

[1] Balasudarsun, N.L., Sathish, M. and Gowtham, K. (2018) Optimal Ways for Companies to Use Facebook Messenger Chatbot as a Marketing Communication Channel. Asian Journal of Business Research, 8, 1-17. [Google Scholar] [CrossRef] 
[2] 裴学亮, 邓辉梅. 基于淘宝直播的电子商务平台直播电商价值共创行为过程研究[J]. 管理学报, 2020, 17(11): 1632-1641, 1696.
[3] 魏瑾瑞, 黄宇航, 徐晓晴. “情绪价值”至上?——智能客服在服务失败情境下的补救策略及其有效性研究[J/OL]. 南开管理评论: 1-29.
https://kns.cnki.net/kcms2/article/abstract?v=hyKDWyHWvTvEEHAUNYQ9UIAXCR4FkXSssK5oikf-rcJ3XQvlQHZcQa2HsUozn-XkYuA3ffbKVNWYS5mEpq6j_jl8A7naRPHGf_oQvOHetOLVL_NJPSSxViVS__QEROne3vtGV8iMStMj5KRUFrgGdWzHek9ujQQ0srGEfNPKC3JVnj4bcEO7og==&uniplatform=NZKPT&language=CHS, 2025-09-29.
[4] 王海忠, 谢涛, 詹纯玉. 服务失败情景下智能客服化身拟人化的负面影响: 厌恶感的中介机制[J]. 南开管理评论, 2021, 24(4): 194-206.
[5] Bell, C.R. and Zemke, R.E. (1987) Service Breakdown: The Road to Recovery. Management Review, 115, 32-35.
[6] 侯如靖. 酒店机器人服务失败责任归因研究: 失败类型与心灵感知的影响[J]. 旅游科学, 2021, 35(04): 97-107.
[7] Choi, S., Mattila, A.S. and Bolton, L.E. (2020) To Err Is Human(-Oid): How Do Consumers React to Robot Service Failure and Recovery? Journal of Service Research, 24, 354-371. [Google Scholar] [CrossRef] 
[8] Hu, Y., (Kelly) Min, H. and Su, N. (2021) How Sincere Is an Apology? Recovery Satisfaction in a Robot Service Failure Context. Journal of Hospitality & Tourism Research, 45, 1022-1043. [Google Scholar] [CrossRef] 
[9] 杜建刚, 范秀成. 服务失败情境下顾客损失、情绪对补救预期和顾客抱怨倾向的影响[J]. 南开管理评论, 2007(6): 4-10, 18.
[10] 薛哲, 陈小云, 李永诚, 宋志金. 智能机器人服务失败与顾客持续使用——机器人共情的补救效果研究[J]. 企业经济, 2023, 42(5): 71-81.
[11] Lv, X., Yang, Y., Qin, D., Cao, X. and Xu, H. (2022) Artificial Intelligence Service Recovery: The Role of Empathic Response in Hospitality Customers’ Continuous Usage Intention. Computers in Human Behavior, 126, Article ID: 106993. [Google Scholar] [CrossRef] 
[12] 吕兴洋, 杨玉帆, 许双玉, 等. 以情补智: 人工智能共情回复的补救效果研究[J]. 旅游学刊, 2021, 36(8): 86-100.
[13] Granulo, A., Fuchs, C. and Puntoni, S. (2020) Preference for Human (vs. Robotic) Labor Is Stronger in Symbolic Consumption Contexts. Journal of Consumer Psychology, 31, 72-80. [Google Scholar] [CrossRef] 
[14] 沈鹏熠, 李金雄, 万德敏. “以情动人”还是“以理服人”? 人工智能聊天机器人角色对顾客情感依恋的影响研究[J/OL]. 南开管理评论: 1-20.
https://kns.cnki.net/kcms2/article/abstract?v=hyKDWyHWvTv6cMtjdbadRMGf6bWjBWYPm7fDPgCYuwMW9yZHdw1rJlfvanwxnnRjKHlsFuIfHLwHq_IYoLc-RkK92wClPd1ULjvnskWsvvlX7t1A9aj3hAUbVIUH00J0DQpC_0KG0VtXTsE5bCcHzqIWIWVifNJnAUGQY-iHChzdusLxmVdrjQ==&uniplatform=NZKPT&language=CHS, 2025-10-12.
[15] Lv, X., Liu, Y., Luo, J., Liu, Y. and Li, C. (2021) Does a Cute Artificial Intelligence Assistant Soften the Blow? The Impact of Cuteness on Customer Tolerance of Assistant Service Failure. Annals of Tourism Research, 87, Article ID: 103114. [Google Scholar] [CrossRef] 
[16] 吴继飞, 于洪彦, 朱翊敏, 等. 人工智能推荐对消费者采纳意愿的影响[J]. 管理科学, 2020, 33(5): 29-43.
[17] Yu, C. (2013) Two Interactional Functions of Self-Mockery in Everyday English Conversations: A Multimodal Analysis. Journal of Pragmatics, 50, 1-22. [Google Scholar] [CrossRef] 
[18] 徐岚, 李振全, 蒋怡然, 等. 品牌犯错情境下的自黑式回应策略[J]. 中国工业经济, 2018(1): 174-192.
[19] Yang, C., Feng, Y. and Whinston, A. (2022) Dynamic Pricing and Information Disclosure for Fresh Produce: An Artificial Intelligence Approach. Production and Operations Management, 31, 155-171. [Google Scholar] [CrossRef] 
[20] Harrison-Walker, L.J. (2019) The Critical Role of Customer Forgiveness in Successful Service Recovery. Journal of Business Research, 95, 376-391. [Google Scholar] [CrossRef] 
[21] Lu, L., Cai, R. and King, C. (2020) Building Trust through a Personal Touch: Consumer Response to Service Failure and Recovery of Home-sharing. Journal of Business Research, 117, 99-111. [Google Scholar] [CrossRef] 
[22] 杨增茂. 服务型人工智能沟通策略对用户态度的影响研究[D]: [博士学位论文]. 北京: 北京邮电大学, 2023.
[23] Wenzel, M., Okimoto, T.G., Hornsey, M.J., Lawrence-Wood, E. and Coughlin, A. (2017) The Mandate of the Collective: Apology Representativeness Determines Perceived Sincerity and Forgiveness in Intergroup Contexts. Personality and Social Psychology Bulletin, 43, 758-771. [Google Scholar] [CrossRef] [PubMed]
[24] Keaveney, S.M. (1995) Customer Switching Behavior in Service Industries: An Exploratory Study. Journal of Marketing, 59, 71-82. [Google Scholar] [CrossRef] 
[25] Marcus, A.A. and Goodman, R.S. (1991) Victims and Shareholders: The Dilemmas of Presenting Corporate Policy During a Crisis. Academy of Management Journal, 34, 281-305. [Google Scholar] [CrossRef] 
[26] Langsley, D.G. (2005) On Apology. Psychiatric Services, 56, 762-762. [Google Scholar] [CrossRef] 
[27] Trianasari, N., Butcher, K. and Sparks, B. (2017) Understanding Guest Tolerance and the Role of Cultural Familiarity in Hotel Service Failures. Journal of Hospitality Marketing & Management, 27, 21-40. [Google Scholar] [CrossRef] 

为你推荐