A recent study published in the Journal of Broadcasting & Electronic Media identified four factors that predict user satisfaction with customer service chatbots.  The study also found that a positive chatbot experience was associated with customer loyalty, highlighting the potential importance of the findings to corporate brands.

Chatbots that use artificial intelligence to address customer needs are already in widespread use and are expected to become even more common over the next few years.  The researchers wanted to know how these chatbots are affecting the user experience and how they affect the way consumers feel about brands.

They surveyed 1,064 consumers in the United States who had used a chatbot from at least one of the 30 U.S. brands with the most highly regarded chatbot services.  These brands represent industries ranging from fashion to food to software.

The researchers found there were four attributes that positively predicted user satisfaction with a chatbot.

The most powerful predictor was convenience.  If people thought chatbots were fast and efficient, they were more likely to be satisfied.  The other attributes associated with customer satisfaction were:

- Information: if the chatbot provided information that was useful and relevant to the user;

- Entertainment: if interacting with the chatbot was pleasant or fun; and

- Social Presence: if the chatbot made users feel like they were interacting with an intelligent being.

Notably, one factor was associated with reduced customer satisfaction: perceived privacy risk.  Specifically, if users felt that the information they were sharing with the chatbot could be misused, they were more likely to report being dissatisfied with the chatbot service.

Companies need to pay attention to these results as they invest in AI-driven chatbot services because a customer’s satisfaction with their chatbot experience is associated with the customer’s loyalty toward the relevant brand.

This highlights the importance of taking steps to protect consumer data - and ensuring that chatbot services are convenient, fun, and helpful.

Journal of Broadcasting & Electronic Media, December 7, 2020, “How Do AI-driven Chatbots Impact User Experience? Examining Gratifications, Perceived Privacy Risk, Satisfaction, Loyalty, and Continued Use,” by Yang Cheng, Hua Jiang.  © 2020 Informa UK Limited.  All rights reserved.

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How Do AI-driven Chatbots Impact User Experience? Examining Gratifications, Perceived Privacy Risk, Satisfaction, Loyalty, and Continued Use: Journal of Broadcasting & Electronic Media: Vol 0, No 0 (tandfonline.com)