Title: The impact of AI chatbot marketing efforts on customer satisfaction in e-commerce

Authors: Ngoc Mai Tran Nguyen; Hien Chau Nguyen Vo

Addresses: School of Business, International University, VNU-HCMC, Ho Chi Minh City, 70000, Vietnam ' School of Business, International University, VNU-HCMC, Ho Chi Minh City, 70000, Vietnam

Abstract: The proliferation of artificial intelligence (AI) has revolutionised the customer experience, presenting vast opportunities for companies across industries to boost customer engagement. E-commerce, a rapidly growing industry, has increasingly adopted chatbots for personalised customer support, improving the online customer experience. This study investigates the impact of chatbot marketing efforts on customer satisfaction in e-commerce via perceived communication quality using Expectancy-Confirmation Theory. A sample of 235 participants engaged in chatbot marketing activities in the e-commerce was surveyed. Structural equation modelling was employed for data analysis. The findings reveal that interaction, information, accessibility, entertainment, and customisation are crucial components of chatbot marketing efforts, which exhibit significant direct effects on the quality of communication with chatbot agents, leading to increased customer satisfaction. The implications of this study provide valuable insights for the managerial level regarding the impact of AI on user experience, offering guidance for chatbot marketing strategies and measures to foster customer relationships.

Keywords: AI chatbot; AI chatbot marketing efforts; customer satisfaction; communication quality; expectancy-confirmation theory.

DOI: 10.1504/JGBA.2024.149493

Journal for Global Business Advancement, 2024 Vol.17 No.1, pp.96 - 120

Received: 30 Mar 2025
Accepted: 10 Apr 2025
Published online: 04 Nov 2025 *

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