Electronic Resource

Article - Artificial intelligence-powered digital solutions in the fashion industry: a mixed-methods study on AI-based customer services Vol: 15 (Issue): 2 Hal: 141–154

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The use of AI chatbot applications with social media messengers aims to shape the ‘online to
offline’ approach to chat-based purchases. Using a sequential mixed-methods approach, we
examined customer experiences with and the uses and gratifications of AI chatbots, and the
influence of customers’ perceptions of service quality in AI-based customer services on
favourable customer experiences, brand loyalty and purchase loyalty. Twenty-five online
shoppers participated in our qualitative study, which was analysed using a thematic analysis.
Subsequently, our quantitative study involving 423 online shoppers employed structural
equation modelling. We identified that seeking an instant response, real-time information, fast
navigation and transactions and useful advice and suggestions were the uses and gratifications
of AI chatbots. Furthermore, customers’ perceptions of empathy and automated responsiveness
in AI chatbots were determinants of positive customer experiences with AI-based customer
services. Favourable customer experiences with AI chatbots affected brand loyalty, which in turn
influenced purchase loyalty.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

746.920 285 KAN a

Penerbit

: Taylor & Francis (Routledge)., 2022

Deskripsi Fisik

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Bahasa

English

ISBN/ISSN

1754-3274

Klasifikasi

746.920 285 KAN a

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

Vol: 15 (Issue): 2 Hal: 141–154

Subjek

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Info Detail Spesifik

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Pernyataan Tanggungjawab

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