Title: Enhancing the customer experience AI-chatbot: service quality, emotional intelligence, and personalisation

Authors: Minh T.H. Le; Khoi Minh Nguyen; Ngan Thanh Nguyen; Nghi Hoang Vo; Khang Trieu Tran; Duc Trung Dao

Addresses: School of International Business and Marketing, College of Business, University of Economics Ho Chi Minh City (UEH), 59c, Nguyen Dinh Chieu Street, Vo Thi Sau Ward, District 3, Ho Chi Minh City, Vietnam ' School of International Business and Marketing, College of Business, University of Economics Ho Chi Minh City (UEH), 59c, Nguyen Dinh Chieu Street, Vo Thi Sau Ward, District 3, Ho Chi Minh City, Vietnam ' School of International Business and Marketing, College of Business, University of Economics Ho Chi Minh City (UEH), 59c, Nguyen Dinh Chieu Street, Vo Thi Sau Ward, District 3, Ho Chi Minh City, Vietnam ' School of International Business and Marketing, College of Business, University of Economics Ho Chi Minh City (UEH), 59c, Nguyen Dinh Chieu Street, Vo Thi Sau Ward, District 3, Ho Chi Minh City, Vietnam ' School of International Business and Marketing, College of Business, University of Economics Ho Chi Minh City (UEH), 59c, Nguyen Dinh Chieu Street, Vo Thi Sau Ward, District 3, Ho Chi Minh City, Vietnam ' School of International Business and Marketing, College of Business, University of Economics Ho Chi Minh City (UEH), 59c, Nguyen Dinh Chieu Street, Vo Thi Sau Ward, District 3, Ho Chi Minh City, Vietnam

Abstract: Services directly serving customers that are applied and powered by AI appear more and more in different areas of life, such as healthcare, education, finance (banking), retail, tourism, and e-commerce. The lack of review studies on the impact of AI on customer experience as a commercial service is the basis of the research team's ideas and choice of implementation. This study aims to analyse how the integration of AI in commercial services can have an impact and improve the customer experience. 335 online responses were collected, and a structural equation model was used to analyse the data. The findings show a significant knock-on effect of AI service quality perception, AI customer satisfaction, and customer experience. In addition, the findings point to the important role that personalisation of AI-powered services plays in influencing customers' trust and commitment to maintaining a relationship with a brand, thereby enhancing the customer experience. The findings of the study are useful for applying artificial intelligence technology to increase the commercial customer experience. Both theoretical and practical implications were discussed.

Keywords: customer satisfaction; relationship commitment; trust; AI security system; service quality; emotional intelligence; trust theory.

DOI: 10.1504/IJTGM.2024.137744

International Journal of Trade and Global Markets, 2024 Vol.19 No.2, pp.111 - 132

Received: 14 Mar 2023
Accepted: 08 Jul 2023
Published online: 04 Apr 2024 *

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