Trust in the digital age: Chatbot service quality and its influence on e-WOM and loyalty among consumers

The quality of information and systems about chatbots is a relevant issue among consumers because of its potential contribution to trust and satisfaction and, finally, loyalty and electronic Word-of-Mouth (e-WOM). Understanding the factors that have an effect on the variables can be used to create new services. This study, based on Uncertainty Reduction Theory, Expectation-Disconfirmation Theory, Self-Determination Theory, and Attribution Theory, analyzed the constructs to understand consumers' perceptions. The research is a non-experimental and correlational study involving 362 bank consumers in Peru. A multivariate technique (PLS-SEM) was employed to test the proposed model. Information quality and system quality had a positive and significant effect on trust. Trust, in turn, had an effect on satisfaction, and finally, satisfaction showed a positive and significant effect on loyalty and e-WOM. The findings of this study provide valuable recommendations for enhancing the customer experience through chatbots across various industries. It highlights the need to invest in technologies that enhance information quality and chatbot performance, as these elements increase user satisfaction and trust. Companies can enhance the perception of quality through intuitive interface design and adaptive responses that effectively resolve user concerns, promoting a trusted and comfortable interaction environment. Another key implication is the relevance of chatbots for building loyalty and generating positive e-WOM.