Electronic Resource

Article - Using Artificial Intelligence to Improve Customer Engagement: User Experience With Chatbot Technology Issue 2025, Volume 1, Issue 20 48–63

---

This study examines the impact of artificial intelligence (AI) on improving customer loyalty through
the use of chatbot technology, with a specific focus on the user experience of Moroccan consumers. The
increasing integration of AI into customer service, especially through chatbots, represents a significant
shift in how companies interact with their customers. Given Morocco’s growing digitalization and
the strategic importance of customer loyalty, it is critical to understand how consumers perceive
and interact with these technologies. To achieve this, the study used a qualitative research method
of semi-structured interviews to investigate consumers’ perceptions, interaction behaviours, and
challenges with chatbot usage. A total of 50 interviews were conducted with Moroccan consumers
over a two?month period, from January to March. Each session lasted an average of 30 minutes. The
results show a mixed picture: high awareness of chatbot advances is accompanied by varying degrees
of appreciation and scepticism. Users cited both the potential and limitations of chatbot interactions,
particularly in terms of technical responsiveness and personalization. The findings highlight the need
to close the technology gap and optimize the user experience to increase the effectiveness of chatbots
in customer service. The study contributes to theory and practice through a deeper understanding
of AI-driven customer interactions and offers actionable recommendations for Moroccan companies
seeking to update their digital customer engagement strategies.

---

Ketersediaan

Informasi Detail

Judul Seri

-

No. Panggil

658.812 ZEM u

Penerbit

: International Journal of Information and Software Engineering., 2025

Deskripsi Fisik

-

Bahasa

English

ISBN/ISSN

3006-2586

Klasifikasi

658.812 ZEM u

Tipe Isi

-

Tipe Media

-

Tipe Pembawa

-

Edisi

Issue 2025, Volume 1, Issue 20 48–63

Subjek

-

Info Detail Spesifik

-

Pernyataan Tanggungjawab

-

Versi lain/terkait

Lampiran Berkas

Komentar

---

Anda harus masuk sebelum memberikan komentar