The Role of Moderators in Transitioning From GenAI Chatbot Customer Experience To Customer Satisfaction in Digital Marketing

Abstract

This study investigates the role of moderators in transitioning from Generative AI (GenAI) chatbot customer experience to customer satisfaction in digital marketing. As digital marketing continues to grow with technological advancements, GenAI chatbots such as ChatGPT, Copilot, and Gemini have become essential tools for enhancing customer engagement and providing personalized experiences. Despite extensive research on the technical aspects of chatbots, there is limited understanding of how perceived personalization, relevance, and usefulness of GenAI chatbots impact customer satisfaction significantly when moderated by variables like familiarity with technology and organization type. A conceptual model is developed, and data is collected through a survey of 346 consumers who interact with GenAI chatbots. The data is analyzed using moderated regression analysis to test the proposed hypotheses. The findings of this study will enhance the understanding of factors influencing customer experience and provide practical insights for businesses aiming to improve customer satisfaction through effective GenAI chatbot integration. This research contributes to the existing literature on digital marketing and offers actionable recommendations for customizing GenAI chatbots to meet the needs of different organizational types.