How should chatbots say sorry if your online booking delayed? IIM Lucknow carries out study

An IIM Lucknow study, examining the kind of apologies chatbots of online travel agencies (OTA) make to customers for service failures, showed that “concrete language” should be used for big failures and “abstract language” for minor issues.

Published in the Asia Pacific Journal of Tourism Research, the study, co-authored by Payal Mehra, Professor at IIM Lucknow and research scholar Rishab Chauhan, examines how language used for apologies impacts customer acceptance and forgiveness.