Managing Customer Trust and Satisfaction on Chatbots in the Retail Industry

Document Type : Research Paper

Authors

1 Universiti Kuala Lumpur Business School, 54000 Jalan Gurney Kuala Lumpur, Malaysia.

2 Associate Professor, Universiti Kuala Lumpur Business School, 54000 Jalan Gurney Kuala Lumpur, Malaysia.

3 Senior Lecturer, Universiti Kuala Lumpur Business School, 54000 Jalan Gurney Kuala Lumpur, Malaysia.

Abstract

This study investigates the relationship between the user interface and problem-solving towards the continuous intention to use the services. New products or services will always face tough challenges for the customer, especially when the new procedures require them to learn and change some behaviors. Chatbots are also facing the same situation in Malaysia, where customers refuse to accept using chatbots to represent their physical presence. To understand customer behaviors, a quantitative survey was designed. Four hundred twenty-two data were collected from the online survey method. As per the results, the predictors of chatbot continuous intention are user interface and problem-solving. Apart from that, this study also measures the role of mediator, namely trust and customer satisfaction. This study contributes to unique academic and practical insights that can be used to explore the effectiveness of chatbots. The results revealed that both predictors were significant towards the continuous intentions. Besides, the role of the mediator was found to be significant and relevant in the relationship between trust and customer satisfaction and customer satisfaction and trust towards continuous attention.

Keywords

References

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Journal of Information Technology Management
Volume 16, Issue 1
2024
Pages 217-236

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