Evaluating the Impact of Chatbot Responsiveness on Consumer Experience in the Indian Automobile Industry

Abstract

The present research aims to examine the consequences of chatbot technology on consumer experience and satisfaction in the context of the automobile industry in India with an emphasis on the responsiveness (RSP) and reliability (REL). Applying confirmatory factor analysis (CFA) and structural equation modeling (SEM), the study aims to investigate how these factors affect customer experience (CEXP) and the customer satisfaction (CSAT). Exploring the results of the study, it is evident that RSP and REL significantly improve CEXP. Additionally, it is evident that CEXP mediate the relationship between RSP, REL and the CSAT. The survey was administered to 401 respondents and the data were cross-checked to provide reliability in the analysis. The results of the model fit indices support the fit of the proposed model, confirming the significance of positive chatbot interactions in attaining high levels of customer satisfaction. This article also adds value to the current literature by examining the reliability and responsiveness of chatbots in achieving digital consumer engagement. The study provides useful implications for the automobile sector, with overall enhancements of these aspects of contributing to enhanced client experiences and better customer retention. This research could be extended further as subsequent studies by incorporating other variables like the personalisation of the chatbot and culture.

Keywords: Automobile Industry, Pro-Activism, Responsiveness, Reliability, Consumer Experience, Chatbots, Customer Satisfaction, Analytical Tools, Structural Equation Modelling, Indian Automobile Industry

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