Understanding the intention of use of chatbots in online complaints processing

CHATBOTS ET RECLAMATIONS EN LIGNE: ETUDE DE LEUR ACCEPTABILITE PAR LES CLIENTS

Rania Fakhet () and Manel Hamouda ()
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Rania Fakhet: UA - Université d'Artois
Manel Hamouda: EDC - EDC Paris Business School

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Abstract: Abstract: This research aims to determine the factors influencing the intention to use chatbots to make online complaints. The conceptual framework is based on an extended version of the Technology Acceptance Model (TAM), linking the intention to use chatbots with several potential determinants. The empirical study was conducted on a sample of active users of the Facebook Messenger application. The results analysis shows that perceived usefulness is the most relevant indicator for explaining the intention to use chatbots as a complaints channel. The study also reveals that intention to use is significantly influenced by attitude towards chatbots and their ability to resolve problems. In the light of these findings several key decision factors could be provided to managers, and more specifically to customer service managers, in order to successfully deploy a chatbot likely to better manage customer complaints online.

Keywords: Artificial Intelligence; Chatbots; TAM; Customer service; Online complaints; Intelligence Artificielle; Service client; Réclamations en ligne; Intelligence Artificielle Chatbots TAM Service client Réclamations en ligne Artificial Intelligence Chatbots TAM Customer service Online complaints; Réclamations en ligne Artificial Intelligence (search for similar items in EconPapers)
Date: 2024-06-05
Note: View the original document on HAL open archive server: https://univ-artois.hal.science/hal-05325551v1
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Published in Marketing & Valeur(s) Création et destruction de valeur(s) pour la société, ASSOCIATION FRANÇAISE DU MARKETING, Jun 2024, Paris Dauphine, France

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