The Effect of Chatbot Services on Online Shop Customer Satisfaction: The Effect of Chatbot Services on Online Shop Customer Satisfaction

Cecep M Kappi Kappi; Lina Marlina

doi:10.47709/brilliance.v3i2.3133

Authors

Cecep M Kappi Kappi Triguna Tasikmlaya Polytechnic, Indonesia
Lina Marlina Triguna Tasikmlaya Polytechnic

DOI:

10.47709/brilliance.v3i2.3133

Keywords:

chatbot, customer satisfaction, service, online shop

Dimension Badge Record

Abstract

The increasing trend of e-commerce users has not been matched by customer satisfaction in the shopping process. Indonesia has the highest level of dissatisfaction compared to other ASEAN countries. Although chatbot technology has been used as an aid to optimize services, dissatisfaction still occurs with regard to agility, service assurance, reliability, scalability and security. The purpose of this study is to determine chatbot services in providing customer satisfaction. The research approach uses quantitative with explantory survey method. The research population is online shop users using rondom sampling, 175 respondents were collected. Assisted by PLS SEM analysis tool. The results show that chatbot social orientation services contribute to online shop customer satisfaction. Likewise, chatbot personification makes a positive contribution to online shop customer satisfaction.

Google Scholar Cite Analysis
Abstract viewed = 246 times

References

Adam, M., Wessel, M., & Benlian, A. (2021). AI-based chatbots in customer service and their effects on user compliance. Electronic Markets, 31, 427–445. https://doi.org/https://doi.org/10.1007/s12525-020-00414-7

Agarwal, R., & Dhingra, S. (2023). Factors influencing cloud service quality and their relationship with customer satisfaction and loyalty. Heliyon, 9(4), e15177. https://doi.org/10.1016/j.heliyon.2023.e15177

Ansary, A., Dulal, M., & Habib, A. (2023). Cleaner Logistics and Supply Chain The influence of sustainable supply chain management, technology orientation, and organizational culture on the delivery product quality-customer satisfaction nexus. Cleaner Logistics and Supply Chain, 7(November 2022), 100107. https://doi.org/10.1016/j.clscn.2023.100107

Araujo, T. (2018). Living up to the chatbot hype: The influence of anthropomorphic design cues and communicative agency framing on conversational agent and company perceptions. Computers in Human Behavior. https://doi.org/10.1016/j.chb.2018.03.051

Arbianto, Y. (2020). 45 Persen Konsumen Indonesia Kecewa Situs E-Comemerce. https://www.batukita.com/2020/09/45-persen-konsumen-indonesia-kecewa-situs-ecommerce.html

Balderas, A., García-mena, R. F., Huerta, M., Mora, N., & Manuel, J. (2023). Chatbot for communicating with university students in emergency situation. Heliyon, 9(9), e19517. https://doi.org/10.1016/j.heliyon.2023.e19517

Barik, K., Misra, S., Kumar, A., & Shukla, A. (2023). A blockchain-based evaluation approach to analyse customer satisfaction using AI techniques. Heliyon, 9(6), e16766. https://doi.org/10.1016/j.heliyon.2023.e16766

Brown, G., Smith, A., & Assaker, G. (2016). Revisiting the host city?: An empirical examination of sport involvement, place attachment, event satisfaction and spectator intentions at the London Olympics. Tourism Management, 55, 160–172. https://doi.org/10.1016/j.tourman.2016.02.010

Chattaraman, V., Kwon, W., & Gilbert, J. E. (2012). Virtual agents in retail web sites: Benefits of simulated social interaction for older users. Computers in Human Behavior, 28(6), 2055–2066. https://doi.org/10.1016/j.chb.2012.06.009

Darko, A. P., & Liang, D. (2022). Modeling customer satisfaction through online reviews: a FlowSort group decision model under probabilistic linguistic settings. Expert Systems with A, 195(June). https://doi.org/https://doi.org/10.1016/j.eswa.2022.116649

Eun, S., Ju, N., & Lee, K. (2023). Service chatbot: Co-citation and big data analysis toward a review and research agenda. Technological Forecasting & Social Change, 194(June), 122722. https://doi.org/10.1016/j.techfore.2023.122722

Fabio, M., Ho, M. H. C., & Tsai, T. (2023). Drivers of customer satisfaction with restaurants during COVID-19 . A survey of young adults in Taiwan and Indonesia. Asia Pacific Management Review, xxxx. https://doi.org/10.1016/j.apmrv.2023.08.001

Filip, A. (2013). Complaint management?: A customer satisfaction learning process. Procedia - Social and Behavioral Sciences, 93, 271–275. https://doi.org/10.1016/j.sbspro.2013.09.188

Getachew, A., Assefa, A., & Mamo, G. (2023). Effects of automated teller machine service quality on customer satisfaction?: Evidence from commercial bank of Ethiopia. Heliyon, 9(8), e19132. https://doi.org/10.1016/j.heliyon.2023.e19132

Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2023). Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R: A Workbook. In Structural Equation Modeling: A Multidisciplinary Journal (Vol. 30, Issue 1). https://doi.org/10.1080/10705511.2022.2108813

Hill, J., Ford, W. R., & Farreras, I. G. (2015). Real conversations with artificial intelligence?: A comparison between human – human online conversations and human – chatbot conversations. COMPUTERS IN HUMAN BEHAVIOR, 49, 245–250. https://doi.org/10.1016/j.chb.2015.02.026

Hobert, S., & Law, E. L. (2023). Chatbots for active learning?: A case of phishing email identification. International Journal of Human - Computer Studies, 179(June). https://doi.org/10.1016/j.ijhcs.2023.103108

Huang, Y.-S. (Sandy), & Dootson, P. (2022). Chatbots and service failure: When does it lead to customer aggression. Journal of Retailing and Consumer Services, 68(September 2022), 103044. https://doi.org/https://doi.org/10.1016/j.jretconser.2022.103044.

Janson, A. (2023). How to leverage anthropomorphism for chatbot service interfaces?: The interplay of communication style and personification. Computers in Human Behavior, 149(August), 107954. https://doi.org/10.1016/j.chb.2023.107954

Keeling, K., Mcgoldrick, P., & Beatty, S. (2010). Avatars as salespeople?: Communication style , trust , and intentions. Journal of Business Research, 63(8), 793–800. https://doi.org/10.1016/j.jbusres.2008.12.015

Kim, Y., & Sundar, S. S. (2012). Anthropomorphism of computers: Is it mindful or mindless? Computers in Human Behavior, 28(1), 241–250. https://doi.org/10.1016/j.chb.2011.09.006

Koda, T. (2014). Agents with Faces?: the effects of personification of software agents. Proceedings of the Fifth IEEE International Workshop on Robot and Human Communication., January 1996, 189–194.

Lee, K., & Li, C. (2023). It is not merely a chat?: Transforming chatbot affordances into dual identification and loyalty. Journal of Retailing and Consumer Services, 74(129), 103447. https://doi.org/10.1016/j.jretconser.2023.103447

Magotra, I., Sharma, J., & Kumar, S. (2018). Investigating linkage between customer value and technology adoption behaviour?: A study of banking sector in India. European Research on Management and Business Economics, 24(1), 17–26. https://doi.org/10.1016/j.iedeen.2017.11.001

Paluch, S., & Wirtz, J. (2020). Artificial Intelligence and Robots in the Service Encounter – The Guest Editors’ Perspective. Journal of Service Management Research, 1(February), 3–8. https://doi.org/10.15358/2511-8676-2020-1-3

Pizam, A., & Ellis, V. S. (2016). Customer satisfaction and its measurement in hospitality enterprises: a revisit and update. International Journal of Contemporary Hospitality Management, May. https://doi.org/10.1108/IJCHM-04-2015-0167

Qiu, L., & Benbasat, I. (2014). Evaluating Anthropomorphic Product Recommendation Agents: A Social Relationship Perspective to Designing Information Systems. Journal of Management Information Systems, 25(August 2015), 145–181. https://doi.org/10.2753/MIS0742-1222250405

Rashid, A., Taliah, B., & Zervopoulos, P. D. (2023). Using a Bayesian meta-frontier approach to evaluate airline performance: The nexus between airline efficiency and customer satisfaction. Heliyon, 9(10), e20391. https://doi.org/10.1016/j.heliyon.2023.e20391

rumahmedia. (2022). Predikasi Anggka Pengguna E-commerce di Indonesia 2024. https://www.rumahmedia.com/insights/prediksi-angka-pengguna-e-commerce-di-indonesia-2024

Sakas, D. P., Reklitis, D. P., Terzi, M. C., & Glaveli, N. (2023). Growth of digital brand name through customer satisfaction with big data analytics in the hospitality sector after the COVID-19 crisis. International Journal of Information Management Data Insights, 3(2), 100190. https://doi.org/10.1016/j.jjimei.2023.100190

Sarstedt, M., Hair, J. F., Cheah, J., Becker, J., & Ringle, C. M. (2019). How to specify, estimate, and validate higher-order constructs in. Australasian Marketing Journal (AMJ), 27(3), 197–211. https://doi.org/10.1016/j.ausmj.2019.05.003

Schuetzler, R. M., Grimes, G. M., & Scott, J. (2020). Impact of Chatbot Conversational Skill on Engagement and Perceived Humanness ABSTRACT. Journal of Management Information Systems, 37(3), 875–900. https://doi.org/10.1080/07421222.2020.1790204

Sproull, L., Kiesler, S., Subramani, M. R., & Walker, J. (1996). When the Interface Is a Face. HUMAN-COMPUTER INTERACTION, 11(June), 97–124. https://doi.org/10.1207/s15327051hci1102

Tiganis, A., Grigoroudis, E., & Chrysochou, P. (2023). Customer satisfaction in short food supply chains?: A multiple criteria decision analysis approach. Food Quality and Preference, 104(October 2022), 104750. https://doi.org/10.1016/j.foodqual.2022.104750

Varriale, V., Cammarano, A., Michelino, F., & Caputo, M. (2023). Knowledge management in high-tech products and customer satisfaction: The smartphone industry. Journal of Open Innovation: Technology, Market, and Complexity, 9(1), 100012. https://doi.org/10.1016/j.joitmc.2023.100012

Verhagen, T., van Nes, J., & Feldberg, F. (2014). Virtual Customer Service Agents: Using Social Presence and Personalization to Shape Online Service Encounters. Journal of Computer-Mediated Communication Virtual, 19, 529–545. https://doi.org/10.1111/jcc4.12066

Wang, X., Lin, X., & Shao, B. (2023). How does artificial intelligence create business agility?? Evidence from chatbots. International Journal of Information Management, 66(May 2022), 102535. https://doi.org/10.1016/j.ijinfomgt.2022.102535

The Effect of Chatbot Services on Online Shop Customer Satisfaction