CONCEPTUALIZING AI-CHATBOT APPLICATION AS AN E-SERVICE AGENT TO DEVELOP A CUSTOMER-BRAND RELATIONSHIP
In the current modern age, Artificial intelligence (AI) chatbots becomes an important part for online shopping through providing a prompt response to the customers. Along with this increasing expansion, there are still limited studies available especially with respect to customer brand relationship...
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| Format: | Article |
| Language: | English |
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Regional Association for Security and crisis management, Belgrade, Serbia
2024-03-01
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| Series: | Operational Research in Engineering Sciences: Theory and Applications |
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| Online Access: | https://www.oresta.org/menu-script/index.php/oresta/article/view/712 |
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| _version_ | 1846147230812078080 |
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| author | Zongwen Xia Dr. Randall Shannon |
| author_facet | Zongwen Xia Dr. Randall Shannon |
| author_sort | Zongwen Xia |
| collection | DOAJ |
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In the current modern age, Artificial intelligence (AI) chatbots becomes an important part for online shopping through providing a prompt response to the customers. Along with this increasing expansion, there are still limited studies available especially with respect to customer brand relationship. Therefore, this research aimed to explore the AI chatbots application as an e-service agents (interaction, perceived enjoyment, customization, and problem-solving capabilities) and their impact on customer brand relationship through increasing positive attitude of customers. For this purpose, this study also employs the Technology Acceptance Model (TAM) two indicators perceive ease of use and perceived usefulness to clarify how the distinct characteristics of chatbots influence customer-brand relationships. For this purpose, studies data were collected from the extant published papers from both of theoretical and empirical perspectives. Using the A-B-C model, which includes cognitive (thinking), affective (feeling), and behavioral (doing) components, the conceptual model examines various external factors namely interaction, perceived enjoyment, customization, and problem-solving capabilities have positive and significant relationship with perceived ease of use, perceived usefulness, attitude and customer brand relationship. Perceived usefulness and perceived ease of use also have significant relationship with attitude and customer brand relationship. The study also identifies the affective component of attitude as a key predictor of customer-brand relationship outcomes. Study with this relationship, contributes significantly to theoretical frameworks and offers valuable managerial insights. It emphasizes the importance of incorporating personalization into e-service agent marketing strategies and the critical role of affective attitudes in establishing emotional connections with customers through chatbot interactions. The paper provides significant managerial implications for businesses to improve customer brand relationship through improving strategic planning by incorporating affective attitudes in AI chatbots.
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| format | Article |
| id | doaj-art-922e8db880714bfdb881e98dcbea88b9 |
| institution | Kabale University |
| issn | 2620-1607 2620-1747 |
| language | English |
| publishDate | 2024-03-01 |
| publisher | Regional Association for Security and crisis management, Belgrade, Serbia |
| record_format | Article |
| series | Operational Research in Engineering Sciences: Theory and Applications |
| spelling | doaj-art-922e8db880714bfdb881e98dcbea88b92024-12-01T15:28:37ZengRegional Association for Security and crisis management, Belgrade, SerbiaOperational Research in Engineering Sciences: Theory and Applications2620-16072620-17472024-03-0171CONCEPTUALIZING AI-CHATBOT APPLICATION AS AN E-SERVICE AGENT TO DEVELOP A CUSTOMER-BRAND RELATIONSHIPZongwen Xia0Dr. Randall Shannon1Ph.D Candidate, Centre for Research on Marketing, College of Management, Mahidol University, Bangkok, 10240, ThailandPh.D. Associate Professor College of Management, Mahidol University, Bangkok, Thailand In the current modern age, Artificial intelligence (AI) chatbots becomes an important part for online shopping through providing a prompt response to the customers. Along with this increasing expansion, there are still limited studies available especially with respect to customer brand relationship. Therefore, this research aimed to explore the AI chatbots application as an e-service agents (interaction, perceived enjoyment, customization, and problem-solving capabilities) and their impact on customer brand relationship through increasing positive attitude of customers. For this purpose, this study also employs the Technology Acceptance Model (TAM) two indicators perceive ease of use and perceived usefulness to clarify how the distinct characteristics of chatbots influence customer-brand relationships. For this purpose, studies data were collected from the extant published papers from both of theoretical and empirical perspectives. Using the A-B-C model, which includes cognitive (thinking), affective (feeling), and behavioral (doing) components, the conceptual model examines various external factors namely interaction, perceived enjoyment, customization, and problem-solving capabilities have positive and significant relationship with perceived ease of use, perceived usefulness, attitude and customer brand relationship. Perceived usefulness and perceived ease of use also have significant relationship with attitude and customer brand relationship. The study also identifies the affective component of attitude as a key predictor of customer-brand relationship outcomes. Study with this relationship, contributes significantly to theoretical frameworks and offers valuable managerial insights. It emphasizes the importance of incorporating personalization into e-service agent marketing strategies and the critical role of affective attitudes in establishing emotional connections with customers through chatbot interactions. The paper provides significant managerial implications for businesses to improve customer brand relationship through improving strategic planning by incorporating affective attitudes in AI chatbots. https://www.oresta.org/menu-script/index.php/oresta/article/view/712E-service agentTAM modelAffective attitudeCustomer-brand relationshipAI chatbot |
| spellingShingle | Zongwen Xia Dr. Randall Shannon CONCEPTUALIZING AI-CHATBOT APPLICATION AS AN E-SERVICE AGENT TO DEVELOP A CUSTOMER-BRAND RELATIONSHIP Operational Research in Engineering Sciences: Theory and Applications E-service agent TAM model Affective attitude Customer-brand relationship AI chatbot |
| title | CONCEPTUALIZING AI-CHATBOT APPLICATION AS AN E-SERVICE AGENT TO DEVELOP A CUSTOMER-BRAND RELATIONSHIP |
| title_full | CONCEPTUALIZING AI-CHATBOT APPLICATION AS AN E-SERVICE AGENT TO DEVELOP A CUSTOMER-BRAND RELATIONSHIP |
| title_fullStr | CONCEPTUALIZING AI-CHATBOT APPLICATION AS AN E-SERVICE AGENT TO DEVELOP A CUSTOMER-BRAND RELATIONSHIP |
| title_full_unstemmed | CONCEPTUALIZING AI-CHATBOT APPLICATION AS AN E-SERVICE AGENT TO DEVELOP A CUSTOMER-BRAND RELATIONSHIP |
| title_short | CONCEPTUALIZING AI-CHATBOT APPLICATION AS AN E-SERVICE AGENT TO DEVELOP A CUSTOMER-BRAND RELATIONSHIP |
| title_sort | conceptualizing ai chatbot application as an e service agent to develop a customer brand relationship |
| topic | E-service agent TAM model Affective attitude Customer-brand relationship AI chatbot |
| url | https://www.oresta.org/menu-script/index.php/oresta/article/view/712 |
| work_keys_str_mv | AT zongwenxia conceptualizingaichatbotapplicationasaneserviceagenttodevelopacustomerbrandrelationship AT drrandallshannon conceptualizingaichatbotapplicationasaneserviceagenttodevelopacustomerbrandrelationship |