Happy with our chatbot? Service innovation, digital marketing performance, and the role of user technological proficiency

This study investigates how innovative digital tools contribute to the success of modern marketing strategies, with a focus on three core functionalities that enhance user experience. Survey data from 326 university students in Germany reveal that these features significantly impact satisfaction levels. Additionally, the research introduces user proficiency with digital technologies as a moderating factor, amplifying the positive effects of these tools on overall engagement. The results provide actionable guidance for companies seeking to strengthen customer satisfaction through cutting-edge solutions. The study also highlights promising avenues for future research, particularly in relation to evolving technologies and the impact of cultural contexts on user interaction and perception.