How AI-driven chatbots shape customer satisfaction and loyalty to chatbot usage in digital service experience

This research investigates the impact of AI-driven chatbots on customer satisfaction, loyalty to chatbot usage, and purchasing intentions in digital service environments. While chatbots enhance efficiency and provide 24/7 availability, their ability to meet consumer expectations and drive engagement remains a topic of debate. Drawing on a survey of 282 respondents and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM), this study identifies the chatbot attributes that drive customer satisfaction. The results reveal that information quality, problem-solving capability, and understanding of humanness significantly enhance satisfaction. In contrast, perceived contingency, response humanness, and anthropomorphic cues have no impact on satisfaction, underscoring the importance of designing chatbots that excel in providing accurate information and resolving customer issues efficiently. These insights contribute to a deeper understanding of how AI technologies can be leveraged to meet consumers' evolving needs in digital environments.