Purpose Many firms are investing in digital services to improve customer experiences. Virtual service agents, or “e-service agents” (“e-agents”) such as chatbots, are examples of these efforts. Chatbots are types of virtual-assistant software programs that interact with users through speech or text. This paper aims to investigate whether the perceived hedonic and utilitarian attributes of chatbots can influence customer satisfaction and, consequently, their relationships with brands. Design/methodology/approach Data were collected through a questionnaire-based survey among a sample of Italian consumers. A convenience sampling technique was used. Data were then analyzed through Partial Least Squares Structural Equation Modeling to provide a prediction-oriented model assessment. The findings were then complemented with an importance–performance map analysis (IPMA) to gain more detailed insights and actionable guidelines for managers. Findings The findings highlighted that the perceived hedonic and utilitarian attributes of chatbots positively influenced customer satisfaction and improved customer relationships with the brands. However, the IMPA highlighted that the performance levels of two most important attributes – system quality and experience with chatbot – could be improved resulting in additional improvements of customer satisfaction. Practical implications This study suggests the importance of firms’ investments in and adoption of e-agents to strengthen consumer–brand relationships and of considering both the hedonic and utilitarian attributes of their e-agents. Originality/value This article attempts to enrich and consolidate the growing body of literature concerning the impacts of new technologies – and, specifically, chatbots – in service marketing.

(2023). The effects of chatbots’ attributes on customer relationships with brands: PLS-SEM and importance–performance map analysis [journal article - articolo]. In THE TQM JOURNAL. Retrieved from https://hdl.handle.net/10446/239110

The effects of chatbots’ attributes on customer relationships with brands: PLS-SEM and importance–performance map analysis

Magno F.;Dossena G.
2023-01-01

Abstract

Purpose Many firms are investing in digital services to improve customer experiences. Virtual service agents, or “e-service agents” (“e-agents”) such as chatbots, are examples of these efforts. Chatbots are types of virtual-assistant software programs that interact with users through speech or text. This paper aims to investigate whether the perceived hedonic and utilitarian attributes of chatbots can influence customer satisfaction and, consequently, their relationships with brands. Design/methodology/approach Data were collected through a questionnaire-based survey among a sample of Italian consumers. A convenience sampling technique was used. Data were then analyzed through Partial Least Squares Structural Equation Modeling to provide a prediction-oriented model assessment. The findings were then complemented with an importance–performance map analysis (IPMA) to gain more detailed insights and actionable guidelines for managers. Findings The findings highlighted that the perceived hedonic and utilitarian attributes of chatbots positively influenced customer satisfaction and improved customer relationships with the brands. However, the IMPA highlighted that the performance levels of two most important attributes – system quality and experience with chatbot – could be improved resulting in additional improvements of customer satisfaction. Practical implications This study suggests the importance of firms’ investments in and adoption of e-agents to strengthen consumer–brand relationships and of considering both the hedonic and utilitarian attributes of their e-agents. Originality/value This article attempts to enrich and consolidate the growing body of literature concerning the impacts of new technologies – and, specifically, chatbots – in service marketing.
articolo
2023
Magno, Francesca; Dossena, Giovanna
(2023). The effects of chatbots’ attributes on customer relationships with brands: PLS-SEM and importance–performance map analysis [journal article - articolo]. In THE TQM JOURNAL. Retrieved from https://hdl.handle.net/10446/239110
File allegato/i alla scheda:
File Dimensione del file Formato  
10-1108_tqm-02-2022-0080.pdf

accesso aperto

Versione: publisher's version - versione editoriale
Licenza: Creative commons
Dimensione del file 548.26 kB
Formato Adobe PDF
548.26 kB Adobe PDF Visualizza/Apri
Pubblicazioni consigliate

Aisberg ©2008 Servizi bibliotecari, Università degli studi di Bergamo | Terms of use/Condizioni di utilizzo

Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/10446/239110
Citazioni
  • Scopus 22
  • ???jsp.display-item.citation.isi??? 14
social impact