Sprott’s Lindsay McShane receives SSHRC grant to examine the role of chatbots in customer experience

Lindsay McShane, associate professor of marketing at Carleton University’s Sprott School of Business, has been awarded the Explore Grant from the Social Sciences and Humanities Research Council (SSHRC) in the June 2022 competition to deepen our understanding of the role of chatbots.

Companies are increasingly using chatbots as a way to manage their online service interactions with consumers and their incorporation represents a significant cost savings for the company. Yet, current research indicates that 87% of consumers prefer interacting with live agents.

Lindsay’s research project, Chatbot or Live Agent? The Effects of Relational Value Threat on Consumer Receptivity to Chatbots, aims to address this gap by developing a more clear and systematic understanding of consumers’ responses to chatbots and how these reactions shape their relationship with a company. Emerging research on consumers’ reactions to chatbots examines the issue primarily from the perspective that chatbot receptiveness is shaped by how efficiently consumers can achieve their service encounter goals. Instead, this research will examine the potentially critical role of how such encounters influence the extent to which consumers’ feel valued and respected by the company.

SSHRC’s Explore Grants are part of their Institutional Grants that provide support to help Canadian postsecondary institutions fund small-scale research and research-related activities by their faculty and students in the social sciences and humanities. They are intended to assist in strengthening research excellence in the social sciences and humanities areas of Canadian postsecondary institutions.