Useful chatbot experience provides technological satisfaction: An emerging market perspective

South African Journal of Information Management

Field Value
Title Useful chatbot experience provides technological satisfaction: An emerging market perspective
Creator Lubbe, Isolde Ngoma, Nonhlanhla
Subject — chatbots; technology acceptance antecedents; self-service technology; self-service technology experience; self-service technology satisfaction
Description Background: Chatbots have revolutionised marketing and specifically customer services by delivering 24/7 customer care. This technology saves resources and time, whilst enhancing customer experience that has become a critical differentiating factor in an increasing competitive and hyperconnected landscape.Objectives: This research examined how perceived ease of use (PEOU), perceived playfulness (PP) and perceived usefulness (PU) of chatbots influence customer experience and how these experiences influence users’ satisfaction in an emerging market context.Method: A self-administered questionnaire was distributed to 333 South African millennials and subjected to exploratory factor analysis and multiple regression analysis to test the proposed hypotheses.Results: The results indicate that all the hypotheses suggested have been positive and significant. Whilst experience significantly predicted satisfaction, it is worth noting that PU was the strongest predictor of experience.Conclusion: Marketers should devote time, money and recourses in developing and incorporating self-service technologies, such as chatbots, that are useful for their marketing strategies that will enhance customer experience.
Publisher AOSIS
Date 2021-05-20
Type info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion — —
Format text/html application/epub+zip text/xml application/pdf
Identifier 10.4102/sajim.v23i1.1299
Source SA Journal of Information Management; Vol 23, No 1 (2021); 8 pages 1560-683X 2078-1865
Language eng
Coverage Management Cross sectional —
Rights Copyright (c) 2021 Isolde Lubbe, Nonhlanhla Ngoma