Relationship marketing affecting the customer experience in using AI-chatbot

Chan, Pei Yee (2024) Relationship marketing affecting the customer experience in using AI-chatbot. Final Year Project, UTAR.

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Abstract

Artificial intelligence (AI) chatbots are becoming a major corporate customer facing tool that can lower costs and improve customer service efficiency. The way customers communicate with one another is being revolutionized by AI-Chatbot. Empirical studies on customer experiences facilitated by AI-Chatbot are scarce. Few studies have attempted to evaluate the security and quality of services that AI chatbots offer to users. To anticipate customer trust and grounding leads to impact customers' experience, this study applies service quality and security by integrating AI-Chatbot's characteristics. The objective of the research is to investigate the factors affecting customer experience in using AI-Chatbot while considering the mediating roles of trust and grounding. The theoretical model put out in this study is based on the SOR model, customer experience theory, and service quality theory. Data was gathered from 385 consumers who answered online surveys about their experiences with AI-Chatbot. The total number of valid responses is 334. The methodology was covered by analyzing 334 responses using partial least squares structural equation modeling. The results show how important trust and grounding mediate between the AI-Chatbot's service quality, security and customer experience. As a result, the customer's trust and grounding greatly impact customer experience. Thus, all the constructs are valid and reliable. Through the proposal and evaluation of AI-Chatbot's service quality and security, this work makes theoretical and practical contributions. Retailers, business, and technology developers using AI Chatbots in general industry to serve their customers can also benefit from the study's practical consequences. This study has theoretical implications by extending the stimulus-organism-response (SOR) framework. Limitations of the study include the lack of diverse demographics, perspectives, and other limitations. Future research could be conducted from different demographics and perspectives. Keyword: AI-Chatbot, Security, Trust, Grounding, Customer Experience

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