The effect of customers’ attitudes towards chatbots on their experience and behavioral intention in Turkey

Niyazi Gümüº () and Özgür Çark
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Niyazi Gümüº: Bolu Abant Izzet Baysal University, Bolu Vocational School Department of Management and Organization, Bolu, Turkey
Özgür Çark: Bolu Abant Izzet Baysal University, Bolu Vocational School Department of Management and Organization, Bolu, Turkey

Interdisciplinary Description of Complex Systems - scientific journal, 2021, vol. 19, issue 3, 420-436

Abstract: Chatbots are a recent technology that brands and companies adopt to provide 24/7 customer service. However, some customers have several concerns regarding technology, and therefore, prefer talking to humans rather than chatbots. Brands must improve their chatbots based on customer experience because customers satisfied with chatbots are more likely to use them to contact brands/companies. Therefore, this article investigated the effect of perceived ease of use, usefulness, enjoyment, and risk factors on customer experience and behavioral intention regarding chatbots. The study also looked into the impact of customer experience on behavioral intention. The sample consisted of 211 chatbot users of Turkish recruited using non-probability convenience sampling. Data were analyzed using the Statistical Package for Social Sciences (SPSS) and SmartPLS3. The results showed that perceived ease of use and usefulness affected behavioral intention, but perceived risk had no impact on customer experience and behavioral intention regarding chatbots. Perceived enjoyment affected only customer experience. Lastly, customer experience affected behavioral intention.

Keywords: customer service; chatbot; customer experience; behavioral intention (search for similar items in EconPapers)
JEL-codes: C88 M31 Q55 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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