Chatbots or me? Consumers’ switching between human agents and conversational agents

Abstract

With the application of artificial intelligence (AI) technology in organizational frontlines, customers' service experiences have begun to shift from interactions with service personnel to those with technology. However, only a few studies have explored customers' behavioral switch from human-mediated services to technology-mediated ones with regard to the application of AI in frontline services. Based on the push–pull mooring framework, this study explored the determinants that affect consumers’ behavioral switch from using human agents to using AI-based conversational agents. Data collected from 441 users of banking services were analyzed using structural equation modeling. The findings reveal that both push effects—namely, low empathy and low adaptability—and pull effects, including anytime/anywhere connectivity, association, visibility, and personalization, have positive influences on switching behavior. Finally, in addition to having a direct influence on switching behavior, frequency of service use positively moderated the relationship between pull effects and switching behavior.