Impact of service agents on customer satisfaction and loyalty: mediating role of Chatbots

Abstract

PurposeThis study aims to determine whether or not fashion retail brands can maintain their essence by providing personalized care through conventional face-to-face interactions or the use of e-services.Design/methodology/approachAn exploratory investigation is being conducted to attain this goal. According to the findings of this research, Chatbots have an impact on consumer loyalty. The quality of a Chatbot’s system, service and information are all critical to providing a positive consumer experience.FindingsThe study concluded that Chatbot e-services might potentially enable dynamic and fascinating interactions between firms and their consumers. To personalize a Chatbot, firms might change the tone of the language used. Customers are more likely to use a Chatbot if it resembles a real person, which increases their pleasure and confidence in the product.Originality/valueMore precisely, the emphasis of the inquiry was on Chatbot, a relatively new digital tool that offers user-friendly, personalized and one-of-a-kind support to customers. Using information supplied by consumers, the authors examine a five-dimensional model that gauges how customers feel about Chatbots in terms of their ability to communicate with users, offer amusement, be trendy, personalize interactions and solve problems.