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The effect of customers’ attitudes towards chatbots on their experience and behavioral intention in Turkey

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  • Niyazi Gümüº

    (Bolu Abant Izzet Baysal University, Bolu Vocational School Department of Management and Organization, Bolu, Turkey)

  • Özgür Çark

    (Bolu Abant Izzet Baysal University, Bolu Vocational School Department of Management and Organization, Bolu, Turkey)

Abstract

Chatbots are a recent technology that brands and companies adopt to provide 24/7 customer service. However, some customers have several concerns regarding technology, and therefore, prefer talking to humans rather than chatbots. Brands must improve their chatbots based on customer experience because customers satisfied with chatbots are more likely to use them to contact brands/companies. Therefore, this article investigated the effect of perceived ease of use, usefulness, enjoyment, and risk factors on customer experience and behavioral intention regarding chatbots. The study also looked into the impact of customer experience on behavioral intention. The sample consisted of 211 chatbot users of Turkish recruited using non-probability convenience sampling. Data were analyzed using the Statistical Package for Social Sciences (SPSS) and SmartPLS3. The results showed that perceived ease of use and usefulness affected behavioral intention, but perceived risk had no impact on customer experience and behavioral intention regarding chatbots. Perceived enjoyment affected only customer experience. Lastly, customer experience affected behavioral intention.

Suggested Citation

  • Niyazi Gümüº & Özgür Çark, 2021. "The effect of customers’ attitudes towards chatbots on their experience and behavioral intention in Turkey," Interdisciplinary Description of Complex Systems - scientific journal, Croatian Interdisciplinary Society Provider Homepage: http://indecs.eu, vol. 19(3), pages 420-436.
    • Handle: RePEc:zna:indecs:v:19:y:2021:i:3:p:420-436
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    References listed on IDEAS

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    Cited by:

    1. Mariani, Marcello M. & Hashemi, Novin & Wirtz, Jochen, 2023. "Artificial intelligence empowered conversational agents: A systematic literature review and research agenda," Journal of Business Research, Elsevier, vol. 161(C).

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    More about this item

    Keywords

    customer service; chatbot; customer experience; behavioral intention;
    All these keywords.

    JEL classification:

    • C88 - Mathematical and Quantitative Methods - - Data Collection and Data Estimation Methodology; Computer Programs - - - Other Computer Software
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Q55 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - Environmental Economics: Technological Innovation

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