A study on customer experience of using chatbots in banking sector with moderating role of age and gender

Abstract

The purpose of the study is to propose an analytical framework by combining the ISS model, TAM model and customer experience to examine the impact of using chatbots on customer experience and customer satisfaction. The study also investigates the moderating role of demographics on customer experience. The present study considers chatbot as a form of information system, therefore the study proposes a framework based on information system (IS) success model, technology acceptance model (TAM). The survey method was conducted to collect the data from 325 users of banking chatbot and the proposed model was validated by using partial least square (PLS) techniques. The study concluded that information quality, system quality, service quality and perceived ease of use are significant drivers which influence customer experience and the latter affects customer satisfaction. The study also provided some key theoretical and managerial implications regarding customer experience of using banking chatbots. The study provides insight into a rapidly developing technology in banking industry. The primary value of this paper lies in examining the impact of factors on customer experience and examining moderating role of demographics (age, gender) variables.