| dc.description.abstract | The proliferation of Artificial Intelligence (AI) has revolutionized the customer experience,
presenting vast opportunities for companies across industries to boost customer
engagement. E-commerce, a flourishing industry in temporary world, are increasingly
adopting chatbots to offer personalized customer support, ultimately enhancing the online
customer experience. This study aims to investigate the impact of chatbot marketing efforts
(CMEs) on customer satisfaction in the e-commerce context, bridging through the
perceived communication quality. A sample of 235 participants, who engaged with chatbot
marketing activities in the e-commerce, was surveyed. Structural equation modeling was
employed for data analysis. The findings reveal that interaction, information, accessibility,
entertainment, and customization play crucial roles as components of CMEs. CMEs exhibit
significant direct effects on the quality of communication with chatbot agents and then
provide customer satisfaction. The implications of this study provide valuable insights for
managerial level in understanding the impact of AI on user experiences, offering guidance
for the development of CMEs strategies, and fostering customer relationship. | en_US |
