Enhancing the customer experience AI-chatbot: service quality, emotional intelligence, and personalisation
by Minh T.H. Le; Khoi Minh Nguyen; Ngan Thanh Nguyen; Nghi Hoang Vo; Khang Trieu Tran; Duc Trung Dao
International Journal of Trade and Global Markets (IJTGM), Vol. 19, No. 2, 2024

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.

Online publication date: Thu, 04-Apr-2024

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