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Title
Abstract
Key Takeaways
Figures
Sampling and Data Collection
Data Analysis
Results and Discussion
Conclusions
References
All Topics
Computer Science
Artificial Intelligence

EXPLORING THE IMPACT OF AI CHATBOTS ON CUSTOMER SATISFACTION

Profile image of Vivian VuVivian VuProfile image of IJCIRAS Research PublicationIJCIRAS Research Publication

2022, IJCIRAS

Abstract

Artificial intelligence (AI) has revolutionized the ecommerce experience and opened up new ways for businesses to communicate with customers through chatbots. This study aims to investigate how factors of chatbots influence customer satisfaction in ecommerce. A quantitative approach was adopted to explore the impact of usability, responsiveness, perceived trust, accessibility, and empathy on customer satisfaction. Empirical data was collected from 317 participants through an online survey and was analyzed using regression analysis by SPSS. The results indicate that usability, perceived trust, and empathy have significant positive effects on customer satisfaction, which paves way for future studies to enrich the research field. The study also presents practical insights to managers, chatbot designers, and customer service units in improving chatbots and enhancing customer satisfaction.

Key takeaways
sparkles

AI

  1. Usability, perceived trust, and empathy significantly enhance customer satisfaction in e-commerce chatbots.
  2. The study analyzes data from 317 participants using regression analysis via SPSS.
  3. Responsiveness and accessibility did not show significant effects on customer satisfaction.
  4. Chatbots must demonstrate usability and empathy to improve overall customer experience in e-commerce.
  5. The research provides practical insights for managers and designers to enhance chatbot effectiveness.
Figures (6)
2. METHOD 2.1. Survey instrument and measurement A brief description of chatbots was provided in the form prior to the survey. All constructs were measured using existing scales adopted and modified from extant iterature to ensure the validity and reliability of the model. Usability used the 5-item scale from Rose et al. 36] and Finstad [15]. Responsiveness adopted a 4-item scale from Roy et al. [38] and Chung et al. [10]. Perceived rust was measured with 4 items from Roy et al. [37], Ponte et al. [34], and Zhang et al. [54]. The scale to assess empathy included 7 items from Orden-Mejia and Huertas [29]. Accessibility used the 4-item scale from Orden-Mejia and Huertas [29]. Finally, to measure customer satisfaction, a scale consisting of 4 items from Rose et al. [36] and Pappas et al. [30] was adopted. 5- point Likert type scale was used to measure all constructs, ranging 1 — Strongly disagree to 5 — Strongly agree.
2. METHOD 2.1. Survey instrument and measurement A brief description of chatbots was provided in the form prior to the survey. All constructs were measured using existing scales adopted and modified from extant iterature to ensure the validity and reliability of the model. Usability used the 5-item scale from Rose et al. 36] and Finstad [15]. Responsiveness adopted a 4-item scale from Roy et al. [38] and Chung et al. [10]. Perceived rust was measured with 4 items from Roy et al. [37], Ponte et al. [34], and Zhang et al. [54]. The scale to assess empathy included 7 items from Orden-Mejia and Huertas [29]. Accessibility used the 4-item scale from Orden-Mejia and Huertas [29]. Finally, to measure customer satisfaction, a scale consisting of 4 items from Rose et al. [36] and Pappas et al. [30] was adopted. 5- point Likert type scale was used to measure all constructs, ranging 1 — Strongly disagree to 5 — Strongly agree.
2.2. Sampling and data collection
2.2. Sampling and data collection
We used SPSS Statistics to investigate the constructs’ reliability and test the hypotheses. Cronbach's Alpha (a) was obtained to test the reliability of each scale. The value of Cronbach's Alpha for each construct (range 0.807-0.910) passed the threshold value of 0.7, complying with the conditions stated by Nunnally and Bernstein [28] (See Table 3). This indicates that the degree of internal consistency is relatively high. The hypotheses were tested using linear regression analysis. The outcome relationship between usa (B = 0.291, a < 0.001). supported. On the other insignificant effect on cu a > 0.05). Thus, H2 is significant relationship customer satisfaction ( shows a positive, significant bility and customer satisfaction Therefore, hypothesis H1 is hand, responsiveness shows an stomer satisfaction (8 = 0.063, not supported. The positive, between perceived trust and B = 0.339, a < 0.001) has validated H3. Accessibility has an insignificant effect on customer satisfaction (8 = 0.017, a > 0.05, making H4
We used SPSS Statistics to investigate the constructs’ reliability and test the hypotheses. Cronbach's Alpha (a) was obtained to test the reliability of each scale. The value of Cronbach's Alpha for each construct (range 0.807-0.910) passed the threshold value of 0.7, complying with the conditions stated by Nunnally and Bernstein [28] (See Table 3). This indicates that the degree of internal consistency is relatively high. The hypotheses were tested using linear regression analysis. The outcome relationship between usa (B = 0.291, a < 0.001). supported. On the other insignificant effect on cu a > 0.05). Thus, H2 is significant relationship customer satisfaction ( shows a positive, significant bility and customer satisfaction Therefore, hypothesis H1 is hand, responsiveness shows an stomer satisfaction (8 = 0.063, not supported. The positive, between perceived trust and B = 0.339, a < 0.001) has validated H3. Accessibility has an insignificant effect on customer satisfaction (8 = 0.017, a > 0.05, making H4
3. DATA ANALYSIS
3. DATA ANALYSIS
unsupported. Finally, empathy shows a positive and significant relationship with customer satisfaction, thus supporting H5 (8 = 0.285, a < 0.001). In summary, among the proposed hypotheses, H1, H3, and H5 are supported (See Table 5). Table 4: Linear regression result of hypothesis H1, H2, H3, H4, H5 Notes: (1) CS = Customer Satisfaction; (2)***p < 0.001;
unsupported. Finally, empathy shows a positive and significant relationship with customer satisfaction, thus supporting H5 (8 = 0.285, a < 0.001). In summary, among the proposed hypotheses, H1, H3, and H5 are supported (See Table 5). Table 4: Linear regression result of hypothesis H1, H2, H3, H4, H5 Notes: (1) CS = Customer Satisfaction; (2)***p < 0.001;
4. RESULTS AND DISCUSSION
4. RESULTS AND DISCUSSION

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