Investigating the impact of customer service chatbots on the customer journey

Abstract

The developments in artificial intelligence have elevated chatbot technology to allow chatbots to assist customers during the customer journey. This study aims to assess the impact of Artificially Intelligent (AI) chatbots on the customer journey within a customer service context. The objective is to understand the primary motivations behind chatbot use for customer service and the stage at which customers are most likely to communicate with a chatbot. The research framework is derived from DeLone and McLean’s (2003) Information Systems Success Model. The primary data was collected using a quantitative approach via a survey strategy. Convenience sampling was used to gather 203 responses since no local data concerning the implementation or use of chatbots in Malta was available to develop a sampling frame. The data was analysed using SPSS and Structural Equation Modelling (SMART PLS software). The findings indicate that the majority of the respondents, who were Maltese Gen Z and Millennials, were knowledgeable about chatbots and had made use of this technology before responding to the survey. The study concluded that the information quality and system quality of chatbots as information systems, and the user satisfaction generated as a result of chatbot use, motivate consumers to use chatbots for future customer service needs. Moreover, the customer journey was proved to be moderately represented by intention to use, and strongly represented by user satisfaction. The study also found that customers mostly seek the assistance of chatbots during the post-purchase stage of the customer journey for after-sales service. The proposed framework explained 77% of the variance in the overall customer journey.