How Service Quality Influences Customer Acceptance and Usage of Chatbots?
Lars Meyer‐Waarden, Giulia Pavone, Thanida Poocharoentou, Piyanut Prayatsup, Maëlis Ratinaud, Agathe Tison, Sara Torné
Abstract
The present study aims to investigate consumers’ acceptance of and intention to reuse a chatbot in the context of automated customer service in the airline industry. In particular, we identify the most valuable factors that affect acceptance of an intention to reuse a chatbot by integrating the theoretical framework SERVQUAL. The main results show that reliability and perceived usefulness are the most important criteria that affect the intention to reuse the chatbot. Contrary to our expectations, empathy does not have any significant effect. The study suggests that in the case of an interaction with a chatbot for a purpose that may involve an economic transaction, customers prefer the chatbot for its utilitarian value, as reliability and usefulness are considered to be more important than empathy. Moreover, tangible elements play an important role in increasing the perceived ease of use.