Investigating Chatbot Service Quality and Its Effect on Consumer Usage and Persistence: An Analytical Study Using Structural Equation Modelling

Abstract

Artificial Intelligence is slowly becoming a significant aspect of our daily lives, and the customer service industry is not left behind as it adopts chatbots as part of it. While chatbots as a service product gained significant popularity, service quality emerged to be one of the primary factors that influence user satisfaction and continued use. The purpose of this research is to determine ways by which chatbot service quality affects consumer experience and use continuance while adopting the independent variables of usability, interactivity and technology usage. A cross-sectional survey mode of quantitative research was employed with chatbot users of 452 in the study population and with purposive sampling technique was used to ensure the participants had relevant experience. The research uses models from prior literature like the Technology Acceptance Model TA as well as SERVQUAL aimed at evaluating the efficiency of a specific chatbot by considering factors such as responsiveness, reliability and personalisation. Research also shows that chatbot service quality has a positive impact on consumer trust, interest and retention level, supporting the significance of appropriately implemented artificial intelligence. Furthermore, based on the findings, it becomes clear that certain factors could influence the perception of the service such as the user experience and the level of interactivity of the chatbot. The findings from this study help advance AI-based customer service management, as the findings stress the importance of further improvement in the effectiveness and efficiency of chatbots in improving consumer satisfaction and retention.

Keywords: Chatbot Service Quality, Artificial Intelligence, Structural Equation Modelling, Technology Acceptance Model, SERVQUAL, Customer Experience, Usability, Interaction, Technology Usage

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