Useful chatbot experience provides technological satisfaction: An emerging market perspective
نویسندگان
چکیده
Background: Chatbots have revolutionised marketing and specifically customer services by delivering 24/7 care. This technology saves resources time, whilst enhancing experience that has become a critical differentiating factor in an increasing competitive hyperconnected landscape. Objectives: research examined how perceived ease of use (PEOU), playfulness (PP) usefulness (PU) chatbots influence these experiences users’ satisfaction emerging market context. Method: A self-administered questionnaire was distributed to 333 South African millennials subjected exploratory analysis multiple regression test the proposed hypotheses. Results: The results indicate all hypotheses suggested been positive significant. Whilst significantly predicted satisfaction, it is worth noting PU strongest predictor experience. Conclusion: Marketers should devote money recourses developing incorporating self-service technologies, such as chatbots, are useful for their strategies will enhance
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ژورنال
عنوان ژورنال: SA Journal of Information Management
سال: 2021
ISSN: ['2078-1865', '1560-683X']
DOI: https://doi.org/10.4102/sajim.v23i1.1299