The effects of chatbots’ attributes on customer relationships with brands: PLS-SEM and importance–performance map analysis

Abstract

Purpose: Many firms are investing in digital services to improve customer experiences. Virtual service agents, or “e-service agents” (“e-agents”) such as chatbots, are examples of these efforts. Chatbots are types of virtual-assistant software programs that interact with users through speech or text. This paper aims to investigate whether the perceived hedonic and utilitarian attributes of chatbots can influence customer satisfaction and, consequently, their relationships with brands. Design/methodology/approach: Data were collected through a questionnaire-based survey among a sample of Italian consumers. A convenience sampling technique was used. Data were then analyzed through Partial Least Squares Structural Equation Modeling to provide a prediction-oriented model assessment. The findings were then complemented with an importance–performance map analysis (IPMA) to gain more detailed insights and actionable guidelines for managers. Findings: The findings highlighted that the perceived hedonic and utilitarian attributes of chatbots positively influenced customer satisfaction and improved customer relationships with the brands. However, the IMPA highlighted that the performance levels of two most important attributes – system quality and experience with chatbot – could be improved resulting in additional improvements of customer satisfaction. Practical implications: This study suggests the importance of firms’ investments in and adoption of e-agents to strengthen consumer–brand relationships and of considering both the hedonic and utilitarian attributes of their e-agents. Originality/value: This article attempts to enrich and consolidate the growing body of literature concerning the impacts of new technologies – and, specifically, chatbots – in service marketing.