How can AI help you? Examining the effects of the Customer Experience on the relationship between Confusion and customer Satisfaction and Loyalty, in a chatbot context
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2023-07-13
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en
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The purpose of the present study was to address gaps in the existing literature and yield new managerial insights by conducting a comprehensive research on the relationship between (ambiguity) confusion and customer satisfaction and loyalty, and the effects of the customer experience (i.e. sensations and feelings) on this relationship, in a chatbot context. A field research was conducted using a one factor, between-subjects experimental design, with participants randomly assigned to either a confusion condition or a no-confusion condition. The chatbot interaction was conducted using a Wizard of Oz (WoZ) method. Over a three week period, the experiment yielded 197 valid responses. Partial least squares structural equation modelling (PLS-SEM) was used to analyse the data. The findings showed a full, negative mediation effect of CE feelings (i.e. hedonic value) on the relationship between confusion and customer satisfaction and loyalty. Furthermore, the findings revealed that CE sensations (i.e. total fixations on relevant areas) had a direct negative relationship with CE feelings (i.e. emotions). However, findings revealed no significant effects of CE sensations on the relationship between confusion and customer satisfaction and loyalty, nor was there a serial-mediation effect of both sensations and feelings on this relationship.
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Faculteit der Managementwetenschappen