Title: The impact of AI chatbots on customer experience in online retailing in an emerging economy

Authors: Trinh Thi Thu Huong; Nguyen Thuy Hanh; Hoang Thi Doan Trang; Nguyen Thi Khanh Chi

Addresses: Foreign Trade University, Hanoi, Vietnam ' Foreign Trade University, Hanoi, Vietnam ' Foreign Trade University, Hanoi, Vietnam ' Foreign Trade University, Hanoi, Vietnam

Abstract: This study is undertaken to investigate whether companies can increase customer experience and satisfaction through AI chatbots in an emerging economy. This study uses customer data to test the impact of three chatbot dimensions on online experience. A questionnaire survey is used to collect data from 247 online customers in Vietnam. Empirical results indicate that chatbot customisation, perceived control, and interactive speed have a significant effect on cognitive experiential state while only chatbot customisation has impact on affective experiential state. Perceived control and interactive speed are found to have no effect on affective experience. Moreover, both components of customer experience (cognitive and affective experiential state) have significantly impacted online satisfaction. Based on these findings, this paper highlights the importance of chatbot on increasing customer satisfaction on the internet which further leads to their repurchase actions.

Keywords: AI chatbots; customer experience; online retailing; an emerging economy.

DOI: 10.1504/IJPMB.2023.133154

International Journal of Process Management and Benchmarking, 2023 Vol.15 No.2, pp.182 - 197

Received: 04 Jun 2022
Accepted: 09 Jun 2022
Published online: 01 Sep 2023 *

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