Measuring the Impact of Chatbot Attributes in Enhancing Consumer Satisfaction and Brand Loyalty Among Centennials: PLS-SEM Analysis
Brand loyalty; Centennial customers; Chatbots; Cognitive traits; Customer satisfaction; E-agents; New technologies
PurposeThis study investigates the potential impact of consumers views about chatbots dynamic, behavioral, and cognitive features on their satisfaction and brand loyalty. Design/methodology/approachData were collected using a survey comprising questionnaires from a sample of Indian centennial customers. Purposive sampling was the technique utilized. After that, the data was analyzed using the partial least squares algorithm with the help of smartPLS for structured modelling. FindingsThe results demonstrated that chatbots affective, behavioral, and cognitive characteristics significantly impacted consumer satisfaction and enhanced brand loyalty. Practical implicationsChatbots can improve brand loyalty by taking into account the affective, behavioral, and cognitive traits of their e-agents. Originality/valueThis work aims to contribute and enhance the expanding corpus of research on chatbots effects on increasing brand love. The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2025.
Tripathi, Abhinav P.; Tripathi, Anju; Gupta, Upasana; Malik, Mehak
Springer Proceedings in Business and Economics;pp.173-191
Restricted Access; Hardcopy may be available in the library
https://doi.org/10.1007/978-981-97-7030-4_12 https://www.scopus.com/pages/publications/105020164667?origin=resultslist
Tripathi A.P., Christ (Deemed to Be University), Delhi NCR, Ghaziabad, India; Tripathi A., Jaipuria School of Business, Ghaziabad, India; Gupta U., Christ (Deemed to Be University), Delhi NCR, Ghaziabad, India; Malik M., Christ (Deemed to Be University), Delhi NCR, Ghaziabad, India