Exploring customer stickiness during “smart” experiences: a study on AI chatbot affinity in online customer services
Muhammad Ashfaq, Marian Makkar, Ai-Phuong Hoang, Duy Dang-Pham, Mai Hoang Thi, Anh Thi Van Nguyen
Abstract
Purpose Drawing on the technology affordance and affinity theories, this study proposes a framework explaining the antecedents and consequences of customers’ smart experiences (CSEs) in the artificial intelligence (AI) chatbot context. Design/methodology/approach The quantitative approach employing an online survey was adopted to obtain data from chatbot users (N = 761) and analyzed using structural equation modeling. Findings Results from a survey study show that chatbot affordances, including interactivity (two-way communication, active control and synchronicity), selectivity (customization and localization), information (argument quality and source credibility), association (connectivity and sense of safety) and navigation positively affect CSEs (hedonic and cognitive), leading to customer chatbot stickiness through affinity. Originality/value Our study provides evidence that supports and extends the affordances and affinity lens by highlighting the roles of specific chatbot affordances that contribute to a positive-smart experience and subsequently enhances customer chatbot stickiness through affinity.