Usability And Responsiveness Of Artificially Intelligent Chatbot On Customer E-Retailing Experience

Abstract

Artificial Intelligence (AI) is rapidly transforming how marketers are interacting with the customer today. This paper investigates the intricacies of the relationship between usability and responsiveness of artificial intelligence chatbots on customer satisfaction in e-retailing, while examining the mediating role of both extrinsic and intrinsic values on customer satisfaction. The sample comprised of 390 active users of ecommerce in Lahore, Pakistan, who had frequent interactions with chatbots. The data was analyzed using Pearson correlation and Process Haye’s. The findings revealed a significant relationship between usability, responsiveness, and customer satisfaction. Furthermore, extrinsic and intrinsic values during online customer experience were found to have significant and full mediation on the relationship between usability, responsiveness and customer satisfaction. The findings of the study provide useful implications for marketing practitioners to leverage AI technologies in optimizing their marketing endeavors.

Keywords: Chatbot Usability, Chatbot Responsiveness, Technology Acceptance Model