Rania Badr Mostafa and Tamara Kasamani
Artificial intelligence chatbots are shifting the nature of online services by revolutionizing the interactions of service providers with consumers. Thus, this study aims to…
Abstract
Purpose
Artificial intelligence chatbots are shifting the nature of online services by revolutionizing the interactions of service providers with consumers. Thus, this study aims to explore the antecedents (e.g. compatibility, perceived ease of use, performance expectancy and social influence) and consequences (e.g. chatbot usage intention and customer engagement) of chatbot initial trust.
Design/methodology/approach
A sample of 184 responses was collected in Lebanon using a questionnaire and analyzed using structural equation modeling (SEM) by AMOS 24.
Findings
The results revealed that except for performance expectancy, all the other three factors (compatibility, perceived ease of use and social influence) significantly boost customers’ initial trust toward chatbots. Further, initial trust in chatbots enhances the intention to use chatbots and encourages customer engagement.
Research limitations/implications
The study provides insights into some variables influencing initial chatbot trust. Future studies could extend the model by adding other variables (e.g. customer experience and attitude), in addition to exploring the dark side of artificial intelligence chatbots.
Practical implications
This study suggests key insights for marketing managers on how to build chatbot initial trust, which, in turn, will lead to an increase in customers’ interactions with the brand.
Originality/value
The current study marks substantial contributions to the artificial intelligence marketing literature by proposing and testing a novel conceptual model that examines for the first time the factors that impact chatbot initial trust and the key outcomes of the latter.
Details
Keywords
Rania B. Mostafa and Tamara Kasamani
Based on the stimulus–organism–response (SOR) model, the aim of this study is to explore the impact of brand experience (BE) on brand loyalty, with the mediation effect of…
Abstract
Purpose
Based on the stimulus–organism–response (SOR) model, the aim of this study is to explore the impact of brand experience (BE) on brand loyalty, with the mediation effect of emotional brand attachment (EBA) dimensions, specifically brand passion, self-brand connection and brand affection.
Design/methodology/approach
The study utilized a sample of 278 smartphone users in Lebanon. A questionnaire was used for data collection and a mediation analysis was employed to test the hypothesized relationships.
Findings
The findings revealed that experiential brands promote long-lasting brand loyalty through building brand passion, self-brand connection and brand affection.
Practical implications
To achieve a long-standing brand–consumer relationship, marketing managers should enhance and augment experiential marketing practices as this triggers deep emotional links and builds strong emotional ties with customers.
Originality/value
In contrast to previous studies on BE and loyalty, this research contributes to the literature by deepening the impact of emotions from the EBA perspective, specifically brand passion, brand affection and self-brand connection and posits the latter as mediators to the link between the BE and brand loyalty in the smartphone industry.