Chatbots in Action

Grounded in technology acceptance theories, this chapter investigates key determinants of customer experience within telecommunication services. Specifically, it examines the influence of perceived ease of use, performance expectancy, compatibility, and social influence on customer experience with chatbots. Data were collected through an online survey administered to 379 Tunisian higher education students, and the hypotheses were tested using structural equation modeling (SEM) with AMOS23. The findings indicate that perceived ease of use, social influence, and compatibility positively affect customer experience. These results provide valuable implications to marketers in the telecommunications sector, helping them better understand consumer adoption and upgrade chatbot-based customer interactions. By emphasizing the role of social and contextual factors in technology adoption, this chapter contributes to the growing scope of literature on AI-powered customer service.