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Abstract: Public organisations are increasingly digitizing and investing in automated communication and services such as chatbots to provide citizens with personalised information. Their communication style is crucial for citizen experience, as citizens are diverse and vary in their digital skills and perceptions of these applications' level of personalization. The implementation of these applications can influence trust in the organisation. This study investigates if digital literacy influences a chatbot's Tone of Voice (TOV) by conducting an experimental survey. Findings show that Dutch participants perceive differences between informal and formal TOV, with certain aspects of both styles being preferred, depending on their digital literacy. Despite their acceptance and familiarity with chatbots, participants value and require one-on-one interactions, neglecting this could erode trust in organisations. If chatbots are to be integrated into services, they must be personalised to accommodate the differing preferences of various digital literacy groups.
Keywords: Public Sector; Chatbots; Tone of Voice; Automated Personal Communication; Formal vs Informal; Municipality Chatbot; Trust
1 Introduction
In recent years, governments have made substantial investments in digitalisation, aiming to enhance citizen services and foster improved interaction, communication and build trust. These applications are to replace one-on-one interactions with citizens. Investments in technological applications, while promising numerous benefits, pose challenges for citizens with limited digital skills, those requiring intricate services, and those unwilling to embrace digital platforms. Despite their need, citizens may perceive that digitalisation is limiting the opportunities for in-person interaction. This is crucial for public organisations as 1) public organisations must maintain tight ties with their constituents to preserve access to basic services. Personal contact is important in this situation as 2) governments offer complex products that require personal interaction; 3) inclusivity is a key principle (everyone must be able to participate in the process, including citizens who are less advanced in the digital field); and 4) citizens rely on governments as their service provider, with no alternative options available. As a step toward "natural" human-computer interaction, technologies such as "chatbots" offer fresh perspectives to personalise digital interaction, tailored language in terms of word choice, personality, and Tone of Voice (TOV). More personal language interaction can be an alternative for users with limited digital skills. This study examines the potential for different types of TOV to make services...