The Impacts of Experiences with Chatbots on Customer Satisfaction: The Role of Trust in Chatbots

With the integration of chatbot technology in contemporary e-commerce, growing attention has been paid to chatbot-user relationships and customer service improvement in Thailand. Nevertheless, limited research delved into factors influencing customer satisfaction with chatbot usage experiences. This study focuses on the impact of chatbot applications on Thai users’ online experiences and further investigates information quality, system quality, and emotional experiences of chatbots on customer satisfaction. Questionnaires were received from 354 valid online users, and the results indicate that information quality, system quality, and emotional experiences positively influence these chatbot service users’ satisfaction. This research further highlights the importance of trust in chatbots in examining customer online experiences on their satisfaction. The study underscores the need for online businesses to personalize chatbot communication strategies according to demographic preferences. Future research may include other potential influences from chatbot usage and contextual factors, such as personality traits and cultural differences.
Keywords: Information Quality, System Quality, Emotional Experience, Customer Satisfaction, Trust in Chatbot.