What question did this study set out to answer?

To evaluate whether generative AI writing assistance enhances complaint self-efficacy and expectations of successful complaint resolution among consumers who speak English as a second language.

August 19, 2026Journal of Marketing ManagementOpen Access

Generative AI and ESL consumers’ complaint voice: the role of complaint self-efficacy in perceived complaint success

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Authors

CAChristine Armstrong AKAlicia Kulczynski MHMargurite Hook

Discussion

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Overview

Experimental research reveals that generative AI writing assistance increases complaint self-efficacy and perceived success among ESL consumers, indicating AI can empower non-native customer voice.

Key Points

To evaluate whether generative AI writing assistance enhances complaint self-efficacy and expectations of successful complaint resolution among consumers who speak English as a second language.
Conducted three experimental studies grounded in the Accessible–Interactive–Dynamic (AID) framework.
Tested the effects of generative AI writing support on complaint self-efficacy and perceived likelihood of a successful complaint across ESL and native English-speaking consumers.
ESL consumers exhibited lower baseline complaint self-efficacy and lower perceived likelihood of complaint success compared to native English speakers.
Generative AI writing assistance significantly improved complaint self-efficacy among ESL consumers, which in turn increased their perceived likelihood of successful complaint resolution.

Cite This Study

Armstrong et al. (2026) studied this question.

synapsesocial.com/papers/6a85642503308d306e2d7c5b https://doi.org/10.1080/0267257x.2026.2716336

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August 19, 2026Journal of Marketing ManagementOpen Access

Generative AI and ESL consumers’ complaint voice: the role of complaint self-efficacy in perceived complaint success

View Full Paper

Ask AI

Bookmark

Authors

CAChristine Armstrong AKAlicia Kulczynski MHMargurite Hook

Discussion

Member takes

Overview

Experimental research reveals that generative AI writing assistance increases complaint self-efficacy and perceived success among ESL consumers, indicating AI can empower non-native customer voice.

Key Points

To evaluate whether generative AI writing assistance enhances complaint self-efficacy and expectations of successful complaint resolution among consumers who speak English as a second language.
Conducted three experimental studies grounded in the Accessible–Interactive–Dynamic (AID) framework.
Tested the effects of generative AI writing support on complaint self-efficacy and perceived likelihood of a successful complaint across ESL and native English-speaking consumers.
ESL consumers exhibited lower baseline complaint self-efficacy and lower perceived likelihood of complaint success compared to native English speakers.
Generative AI writing assistance significantly improved complaint self-efficacy among ESL consumers, which in turn increased their perceived likelihood of successful complaint resolution.

Cite This Study

Armstrong et al. (2026) studied this question.

synapsesocial.com/papers/6a85642503308d306e2d7c5b https://doi.org/10.1080/0267257x.2026.2716336

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