ChatGPT's influence on customer experience in digital marketing: Investigating the moderating roles

Abstract

ChatGPT is an artificial intelligence model intended for conversational purposes that has grown in popularity in digital marketing, offering organizations a vital tool for engaging with clients and enhancing their marketing efforts. The main objective of this research is to investigate the impact of ChatGPT on the customer experience in digital marketing. Additionally, the study intends to investigate the moderating impacts of business type and technology familiarity and comfort on the customer experience. Furthermore, the research explores the moderating roles of gender, age, and education level. The data for this study were collected electronically from 394 clients who have interacted with ChatGPT in digital marketing using an open-access questionnaire. The results support the significance of the moderating role of (Familiarity and Comfort with Technology, Business Type, Age, and Education level on the relation between customer experience with ChatGPT and overall satisfaction with digital marketing, while Gender is not supported. This article's findings are intended to contribute to the current literature on the use of conversational AI models in digital marketing and customer experience, providing insights and recommendations for future research.