Determinants of Customer Satisfaction in Chatbot Use
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Apr 30, 2024
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Abstract
Chatbots are becoming increasingly popular in business due to their ability to deliver immediate responses to customers. However, there is limited empirical evidence focusing on customers’ perspectives. This study aims to investigate the determinants of customer satisfaction in chatbot use as well as provide an overview of chatbot users in Indonesia. The research uses quantitative methods and descriptive types of research, with the number of samples being 150 chatbot users. All data collected met the criteria for validity and reliability and were analyzed descriptively and quantitatively through multiple linear regression methods. The research showed that most of the respondents were male chatbot users, aged 18–29 years, had last used chatbots between 1–3 months ago, and used chatbots to convey their complaints/problems. It is also known that banking chatbots are the most frequently used chatbots. Additionally, perceived usefulness and perceived ease of use are the determinants of customer satisfaction in chatbot use. Of these two factors, perceived usefulness has a dominant influence on chatbot consumer (user) satisfaction in Indonesia.
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References
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Singh, S., Olson, E. D., & Tsai, C.-H. K. (2021). Use of service robots in an event setting: Understanding the role of social presence, eeriness, and identity threat. Journal of Hospitality and Tourism Management, 49, 528-537.
Soares, A. M., Camacho, C., & Elmashhara, M. G. (2022). Understanding the impact of chatbots on purchase intention. Paper presented at the World Conference on Information Systems and Technologies.
Sugiarti, E. (2022). The Influence of Training, Work Environment and Career Development on Work Motivation That Has an Impact on Employee Performance at PT. Suryamas Elsindo Primatama In West Jakarta. International Journal of Artificial Intelligence Research, 6(1), 1-11.
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Toader, D.-C., Boca, G., Toader, R., Măcelaru, M., Toader, C., Ighian, D., & Rădulescu, A. T. (2019). The effect of social presence and chatbot errors on trust. Sustainability, 12(1), 256.
Yun, J., & Park, J. (2022). The effects of chatbot service recovery with emotion words on customer satisfaction, repurchase intention, and positive word-of-mouth. Frontiers in psychology, 13, 922503.
Akram, U., Junaid, M., Zafar, A. U., Li, Z., & Fan, M. (2021). Online purchase intention in Chinese social commerce platforms: Being emotional or rational? Journal of Retailing and Consumer Services, 63, 102669. doi:10.1016/j.jretconser.2021.102669
Al-Maroof, R., Ayoubi, K., Alhumaid, K., Aburayya, A., Alshurideh, M., Alfaisal, R., & Salloum, S. (2021). The acceptance of social media video for knowledge acquisition, sharing and application: A comparative study among YouYube users and TikTok users’ for medical purposes. International Journal of Data Network Science, 5(3), 197. doi:10.5267/j.ijdns.2021.6.013
Almeida, L., Menezes, P., & Dias, J. (2022). Telepresence social robotics towards co-presence: A review. Applied Sciences, 12(11), 5557. doi:10.3390/app12115557
Amalia, A., & Suprayogi, M. S. (2019). Social Media Chatbots for Collaborated Engagement Marketing. CHANNEL: Jurnal Komunikasi, 7(1), 33-42.
Amelia, A., Mathies, C., & Patterson, P. G. (2022). Customer acceptance of frontline service robots in retail banking: A qualitative approach. Journal of Service Management, 33(2), 321-341. doi:10.1108/JOSM-10-2020-0374
Ashfaq, M., Yun, J., Yu, S., & Loureiro, S. M. C. (2020). I, Chatbot: Modeling the determinants of users’ satisfaction and continuance intention of AI-powered service agents. Telematics and Informatics, 54, 101473.
Bariah, S., Pratiwi, W., & Imania, K. (2022). Pengembangan Virtual Assistant Chatbot Berbasis Whatsapp Pada Pusat Layanan Informasi Mahasiswa Institut Pendidikan Indonesia-Garut. Jurnal Pendidikan Teknologi Informasi Dan Komunikasi, 8(1), 66-79.
Blut, M., Wang, C., Wünderlich, N. V., & Brock, C. (2021). Understanding anthropomorphism in service provision: a meta-analysis of physical robots, chatbots, and other AI. Journal of the Academy of Marketing Science, 49, 632-658. doi:10.1007/s11747-020-00762-y
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 319-340.
Devi, A. A. D. T., & Yasa, N. N. K. (2021). The role of customer satisfaction in mediating the influence of service quality and perceived value on brand loyalty. International Research Journal of Management, IT & Social Sciences, 8(3), 315-328. doi:10.21744/irjmis.v8n3.1786
Feine, J., Gnewuch, U., Morana, S., & Maedche, A. (2020). Gender bias in chatbot design. Paper presented at the Chatbot Research and Design: Third International Workshop, CONVERSATIONS 2019, Amsterdam, The Netherlands, November 19–20, 2019, Revised Selected Papers 3.
katadata.co.id. (2022). Teknologi Chatbot Digandrungi, Pengguna Startup Kata.ai Tumbuh 170%. Retrieved from https://katadata.co.id/yuliawati/digital/6295e9c6832d5/teknologi-chatbot-digandrungi-pengguna-startup-kataai-tumbuh-170
Kurniasari, F., & Sugiyanto, E. K. (2020). Dimensi Kualitas Pelayanan Sebagai Upaya Peningkatan Kepuasan Pelanggan (Studi Pada Pelanggan Hotel X Semarang). Business Management Analysis Journal, 3(2), 112-125.
Lungsae, S., & Maika, M. R. (2021). Pengembangan Layanan Aplikasi Go-Jek Dalam Meningkatkan Kepuasan Pelanggan. NFOMATEK: Jurnal Informatika, Manajemen dan Teknologi, 23(1), 7-20.
Mahendra, D., Santosa, J., & Haryanto, A. T. (2021). Optimalisasi kecepatan pelayanan terhadap kepuasan dan loyalitas dengan kepercayaan wajib pajak sebagai variabel intervening (Studi pada kantor UPPD SAMSAT Kabupatan Karanganyar). Buletin Ekonomi: Manajemen, Ekonomi Pembangunan, Akuntansi, 18(1), 21-34.
Nugraha, Y., Masnita, Y., & Kurniawati, K. (2022). Peran Responsiveness Chatbot Artificial Intelligence Dalam Membentuk Customer Satisfaction. Jurnal Manajemen dan Bisnis Sriwijaya, 20(3), 143-158.
Oscar, Y., & Keni, K. (2019). Pengaruh brand image, persepsi harga, dan service quality terhadap keputusan pembelian konsumen. Jurnal Muara Ilmu Ekonomi Dan Bisnis, 3(1), 20-28. doi:10.24912/jmieb
Pratiwi, S. D., Wiyono, W., & Lalu, H. (2020). Perancangan sistem pengelolaan risiko menggunakan Mockup Website Dan Analisis Technology Acceptance Model (tam) Di Cv. Barokah Abadi. eProceedings of Engineering, 7(1).
Sanny, L., Susastra, A., Roberts, C., & Yusramdaleni, R. (2020). The analysis of customer satisfaction factors which influence chatbot acceptance in Indonesia. Management Science Letters, 10(6), 1225-1232. doi:10.5267/j.msl.2019.11.036
Singh, S., Olson, E. D., & Tsai, C.-H. K. (2021). Use of service robots in an event setting: Understanding the role of social presence, eeriness, and identity threat. Journal of Hospitality and Tourism Management, 49, 528-537.
Soares, A. M., Camacho, C., & Elmashhara, M. G. (2022). Understanding the impact of chatbots on purchase intention. Paper presented at the World Conference on Information Systems and Technologies.
Sugiarti, E. (2022). The Influence of Training, Work Environment and Career Development on Work Motivation That Has an Impact on Employee Performance at PT. Suryamas Elsindo Primatama In West Jakarta. International Journal of Artificial Intelligence Research, 6(1), 1-11.
Sugiyono. (2022). Metode Penelitian Kuantitatif, Kualitatif, dan R&D (2 Cetakan 4 ed.). Bandung: Alfabeta.
Toader, D.-C., Boca, G., Toader, R., Măcelaru, M., Toader, C., Ighian, D., & Rădulescu, A. T. (2019). The effect of social presence and chatbot errors on trust. Sustainability, 12(1), 256.
Yun, J., & Park, J. (2022). The effects of chatbot service recovery with emotion words on customer satisfaction, repurchase intention, and positive word-of-mouth. Frontiers in psychology, 13, 922503.