Customer experience in digital transformation: The influence of intelligent chatbots toward a sustainable market.

Abstract

Purpose Using artificial intelligence technologies in customer service through chatbots is revolutionizing companies’ commercial practices and business models. This study explores the role of customer experience drivers in using chatbot services in customer engagement and customer behavior intention. The mediating role of customer engagement in the relationship between the customer experience drivers of using chatbots and the customer behavior intention was also explored.

Design/methodology/approach For this purpose, a sample of 1,319 Portuguese consumers using chatbots in their online purchases was collected. A quantitative methodology was applied with the partial least squares method.

Findings The results reveal that the customer experience drivers of using the chatbot service directly and positively influence customer engagement but not customer behavior intention. However, there is a positive influence of customer experience drivers on customer behavior intention when mediated by customer engagement.

Originality/value This study contributes to developing social exchange and resource exchange theories in customer experience. In addition, it allows companies to infer practical implications for obtaining sustainable competitive advantages through implementing chatbot technology.