Impact of artificial intelligence (AI) chatbot characteristics on customer experience and customer satisfaction

Yunho Park, Jaehun Kim, Qi Jiang and Kyung Hoon Kim

Journal of Global Scholars of Marketing Science, 2024, vol. 34, issue 3, 439-457

Abstract: This study analyzed the characteristics affecting the consumer’s intention to use the chatbot service and customer satisfaction, which is a representative artificial intelligence (AI) technology in the banking industry. The theoretical model was based on the technology acceptance model (TAM). The anthropomorphism and personalization of chatbots were proposed as important characteristics that lead to the intention to use the chatbot service. A research model was constructed and demonstrated whether the characteristics of these chatbots had a significant effect on product knowledge, perceived ease of use, perceived usefulness, and customer satisfaction. The empirical study was conducted on customers with experience in using chatbots. The data were analyzed using Smart PLS 3.0 structural equation modeling (PLS-SEM). As a result of the analysis, the anthropomorphism and personalization characteristics of the chatbot had a significant direct or indirect influence on the consumer’s intention to use and customer satisfaction. This study is expected to provide meaningful insights in discovering innovative services that provide new customer value experiences by artificial intelligence (AI) chatbot services, which are evaluated as innovative technologies in the next stage of online banking and mobile banking.

Date: 2024
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DOI: 10.1080/21639159.2024.2362654

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