The Bad Chat Effect

The "Bad Chatter" group (the 123 people mentioned earlier) is far less likely to agree that chat would make them trust an unknown website. They're less likely to prefer shopping at sites with live chat, less likely to think live chat is more efficient than email and far less likely to believe live chat is better than placing a phone call. In each of the four areas, it seems that having a bad chat eliminates all the positive benefits of chat (from the consumers’ perspective). You could say that a bad chat experience is worse than not having chat at all.