Trust me, I'm a Bot: Unraveling AI Chatbot Service Quality’s Impact on Continued Use Intention

Abstract

This study’s purpose is to examine the significance of service quality of AI chatbots delivered through entities that are not only practically adaptive but also reliable for potential consumers. This research investigates the relationship between multiple service quality dimensions of AI chatbots and continued use intention via trust in chatbots as a mediating role based on an underlying theory. The research variables have been measured for the first time in the context of AI chatbot services and consumers. The conceptual framework was developed by utilizing insights from pertinent research related to the study subject and was grounded in Technology Acceptance Model (TAM) to understand user beliefs and actions. In this context, research employs a one-time, cross-sectional and quantitative nature, with a sample gathered from 460 users of AI chatbot services based in Lahore. The SPSS Macro Model 4 was designated, and thoroughly produced results indicated an effective association between semantic understanding, human-likeness and efficiency; the multiple service quality dimensions of AI chatbots and continued use intention; and trust in chatbots as a mediator; therefore, all the research hypotheses were validated. In conclusion, the results from this research study will enable companies to gain a competitive edge, and moreover, customers will be more likely to trust chatbot-provided services based on those service quality dimensions.