Can AI chatbots help retain customers? Impact of AI service quality on customer loyalty
Abstract
Purpose: This study investigates whether and how the service quality of artificial intelligence (AI) chatbots affects customer loyalty to an organization. Design/methodology/approach: Based on the sequential chain model of service quality loyalty, this study first classifies AI chatbot service quality into nine attributes and then develops a research model to explore the internal mechanism of how AI chatbot service quality affects customer loyalty. The analysis of survey data from 459 respondents provided insights into the interrelationships among AI chatbot service quality attributes, perceived value, cognitive and affective trust, satisfaction and customer loyalty. Findings: The results show that AI chatbot service quality positively affects customer loyalty through perceived value, cognitive trust, affective trust and satisfaction. Originality/value: This study captures the attributes of the service quality of AI chatbots and reveals the significant influence of service quality on customer loyalty. This study develops research on service quality in the information system (IS) field and extends the sequential chain model of quality loyalty to the context of AI services. The findings not only help an organization find a way to improve customers' perceived value, trust, satisfaction and loyalty but also provide guidance in the development, adoption, and post-adoption stages of AI chatbots.
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AI fairness is used in chatbot design to avoid biased responses or inappropriate behavior towards users.
“Aiming at this, AI fairness is used in chatbot design to avoid biased responses or inappropriate behavior towards users[300,301].”
From AI Fairness in Data Management and Analytics: A Review on Challenges, Methodologies and Applications (2023) · cites this paper as [300]
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- Authors
- Chen, Q., Lu, Y., Gong, Y., & Xiong, J.
- Affiliations
- Huazhong Agricultural University (CN)
- Huazhong University of Science and Technology (CN)
- École de management de Lyon (FR)
- ESSCA School of Management (FR)
- Venue
- Internet Research
- Publisher
- Emerald
- Published
- 2023-01-17
- Volume
- 33
- Issue
- 6
- Pages
- 2205-2243
- ISSN
- 1066-2243 (ISSN-L)
- OpenAlex
- W4316468117
- Semantic Scholar
- 94eded573134ce189a6362aed40b62d3f26b60b8
- Cited by
- 260
- References
- 128
- Citations by year
- 2026: 60 · 2025: 109 · 2024: 70 · 2023: 21
- FWCI
- 24.51
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Internet Research (publishedVersion)
- Topics
- Physical Sciences › Computer Science › Artificial Intelligence › AI in Service Interactions
- Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Customer Service Quality and Loyalty
- Social Sciences › Decision Sciences › Information Systems and Management › Technology Adoption and User Behaviour
- Keywords
- AI chatbots, service quality, customer loyalty, perceived value, cognitive trust, affective trust, customer satisfaction, AI services, customer retention
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