Examining the mediating role of customer empowerment: the impact of chatbot usability on customer satisfaction in Jordanian commercial banks

Haitham H. Alshibly, Asma Alwreikat, Rafaa Morgos and Murad Yousef Abuaddous

Cogent Business & Management, 2024, vol. 11, issue 1, 2387196

Abstract: This study examines the impact of chatbot usability on customer satisfaction in Jordanian commercial banks, focusing on the mediating role of customer empowerment. Using a quantitative approach, data was collected from bank customers in Jordan through surveys. Usability is evaluated through ease of use, responsiveness, reliability, and personalization. Customer empowerment is measured by perceived control, information accessibility, and decision-making autonomy. The findings offer insights for banks to enhance chatbot systems, improve customer satisfaction, and empower interactions. Results reveal that Reliability and Personalization significantly predict Customer Satisfaction directly and indirectly through Customer Empowerment. Ease of Use indirectly affects Satisfaction via Empowerment. Responsiveness may not significantly impact Satisfaction. These findings guide practitioners to enhance customer experiences, loyalty, and business success.

Date: 2024
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DOI: 10.1080/23311975.2024.2387196

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