Integrating Trust and Engagement to Improve Customer Experience: Advancing Trust Commitment within the Context of Chatbot Industry

Sherly Indira Andaresti, Endy Gunanto Marsasi

Abstract


This study aims to analyze the factors that influence user experience in using chatbot services, focusing on the role of information quality, service quality, commitment, trust, and engagement. This study adds engagement variables as a novelty in this study. The primary theory in this work is trust commitment theory. Purposive sampling, which yields 300 samples, is used in this study's quantitative methodology. This study uses Structural Equation Modeling (SEM) analysis with the help of Amos Graphic software as a data processing tool. The results of the study indicate that information quality and service quality have a significant positive effect on user trust and engagement. In addition, user commitment also has a significant effect on user experience, as well as trust which plays an important role in improving user experience on chatbot services. This study provides important insights for chatbot service providers in improving service quality to increase trust, engagement, and user experience.

Keywords


Information Quality; Service Quality; Trust; Engagement; User Experience

Full Text:

PDF

References


Abbas, S., Alnoor, A., Sin Yin, T., Mohammed Sadaa, A., Raad Muhsen, Y., Wah Khaw, K., & Ganesan, Y. (2023). Antecedents of trustworthiness of social commerce platforms: A case of rural communities using multi group SEM & MCDM methods. Electronic Commerce Research and Applications, 62. https://doi.org/10.1016/j.elerap.2023.101322

Akturan, U., & Kuter, D. (2024). Amplifying commitment and word-of-mouth in fashion retailing through omni-channel experiences. International Journal of Retail and Distribution Management, 52(6), 706–720. https://doi.org/10.1108/IJRDM-09-2023-0545

Alagarsamy, S., & Mehrolia, S. (2023). Exploring chatbot trust: Antecedents and behavioural outcomes. Heliyon, 9(5), 1-18. https://doi.org/10.1016/j.heliyon.2023.e16074

Ameen, N., Tarhini, A., Reppel, A., & Anand, A. (2021). Customer experiences in the age of artificial intelligence. Computers in Human Behavior, 114. https://doi.org/10.1016/j.chb.2020.106548

Amoako, G. K., Ampong, G. O., Gabrah, A. Y. B., de Heer, F., & Antwi-Adjei, A. (2023). Service quality affecting student satisfaction in higher education institutions in Ghana. Cogent Education, 10(2),1-18. https://doi.org/10.1080/2331186X.2023.2238468

Arfansyah, H. J., & Marsasi, G. (2023). The Effect of Attitude and Trust on Behavioral Intention In The Modern Market Industry. Jurnal Economic Resources, 3(1), 90-102. https://doi.org/10.57178/jer.v6i1.568

Arghashi, V., & Yuksel, C. A. (2022). Interactivity, Inspiration, and Perceived Usefulness! How retailers’ AR-apps improve consumer engagement through flow. Journal of Retailing and Consumer Services, 64. https://doi.org/10.1016/j.jretconser.2021.102756

Asante, I. O., Jiang, Y., Luo, X., & Ankrah Twumasi, M. (2023). The Organic Marketing Nexus: The Effect of Unpaid Marketing Practices on Consumer Engagement. Sustainability (Switzerland), 15(1), 1-24. https://doi.org/10.3390/su15010148

Bagaskara, R., & Marsasi, E. G. (2023). The Effect of Self-Congruity and Trust Toward Brand Loyalty Based on Image Congruity Theory. Indonesian Journal of Economics and Management, 3(2), 231–244. https://doi.org/10.35313/ijem.v3i2.4726

Balakrishnan, J., & Dwivedi, Y. K. (2021). Role of cognitive absorption in building user trust and experience. Psychology and Marketing, 38(4), 643–668. https://doi.org/10.1002/mar.21462

Chen, Q., Gong, Y., Lu, Y., & Tang, J. (2022). Classifying and measuring the service quality of AI chatbot in frontline service. Journal of Business Research, 145, 552–568. https://doi.org/10.1016/j.jbusres.2022.02.088

Chiu, C. L., Ho, H. C., Yu, T., Liu, Y., & Mo, Y. (2021). Exploring information technology success of Augmented Reality Retail Applications in retail food chain. Journal of Retailing and Consumer Services, 61. https://doi.org/10.1016/j.jretconser.2021.102561

De Canio, F., Fuentes-Blasco, M., & Martinelli, E. (2021). Engaging shoppers through mobile apps: the role of gamification. International Journal of Retail and Distribution Management, 49(7), 919–940. https://doi.org/10.1108/IJRDM-09-2020-0360

Dhasan, D., & Kowathanakul, S. (2021). The Impact of Service Quality, Promotions, and Customer Engagement in Determining Customer Loyalty in the Thai Mobile Network Industry. ABAC Journal 41(1), 82-102. http://www.yozzo.com/news-and-information/mvno-mobile-operator-s/mobile-market.

Farhan, G. M., & Marsasi, E. G. (2023). The Influence of Information Quality and Perceived Value on Purchase Intention of Game shop E-commerce in Generation Z Based on Framing Theory. Jurnal Pamator : Jurnal Ilmiah Universitas Trunojoyo, 16(3), 620–631. https://doi.org/10.21107/pamator.v16i3.21160

Fatma, M., & Khan, I. (2023). How Do Bank Customers’ Perceptions of CSR Influence Marketing Outcomes: Their Trust, Identification, and Commitment? Sustainability (Switzerland), 15(7),1-10. https://doi.org/10.3390/su15076000

Gunanto Marsasi, E., & Dewi Yuanita, A. (2023). Investigating the Causes and Consequences of Brand Attachment of Luxury Fashion Brands: The Role of Gender, Age, and Income. Media Ekonomi Dan Manajemen, 38, 71–93. https://doi.org/10.56444/mem.v38i1.3268

Guo, Y., Li, Y., Liu, D., & Xu, S. X. (2024). Measuring service quality based on customer emotion: An explainable AI approach. Decision Support Systems, 176. https://doi.org/10.1016/j.dss.2023.114051

Hair, J. F., Balck, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis. In Cengage Learning EMEA, 19(3). Annabel Ainscow. https://doi.org/10.5117/2006.019.003.007

Harry Menear. (2024, June 19). Better, not bigger: the AI data quality crisis.

Hasan, R., Shams, R., & Rahman, M. (2021). Consumer trust and perceived risk for voice-controlled artificial intelligence: The case of Siri. Journal of Business Research, 131, 591–597. https://doi.org/10.1016/j.jbusres.2020.12.012

Hossain, M. A., Amin, R., Masud, A. Al, Hossain, M. I., Hossen, M. A., & Hossain, M. K. (2023). What Drives People’s Behavioral Intention Toward Telemedicine? An Emerging Economy Perspective. SAGE Open, 13(3),1-20. https://doi.org/10.1177/21582440231181394

Jami Pour, M., Rafiei, K., Khani, M., & Sabrirazm, A. (2021). Gamification and customer experience: the mediating role of brand engagement in online grocery retailing. Nankai Business Review International, 12(3), 340–357. https://doi.org/10.1108/NBRI-07-2020-0041

Jiang, C., He, L., & Xu, S. (2024). Relationships among para-social interaction, perceived benefits, community commitment, and customer citizenship behavior: Evidence from a social live-streaming platform. Acta Psychologica, 250. https://doi.org/10.1016/j.actpsy.2024.104534

Jiang, G., Liu, F., Liu, W., Liu, S., Chen, Y., & Xu, D. (2021). Effects of information quality on information adoption on social media review platforms: moderating role of perceived risk. Data Science and Management, 1(1), 13–22. https://doi.org/10.1016/j.dsm.2021.02.004

Kim, D. Y., & Kim, H. Y. (2021). Trust me, trust me not: A nuanced view of influencer marketing on social media. Journal of Business Research, 134, 223–232. https://doi.org/10.1016/j.jbusres.2021.05.024

Kim, Y., Wang, Q., & Roh, T. (2021). Do information and service quality affect perceived privacy protection, satisfaction, and loyalty? Evidence from a Chinese O2O-based mobile shopping application. Telematics and Informatics, 56. https://doi.org/10.1016/j.tele.2020.101483

Kumar, P., & Utkarsh. (2023). Effects of in-store information quality and store credibility on consumer engagement in green retailing. Journal of Retailing and Consumer Services, 71. https://doi.org/10.1016/j.jretconser.2022.103195

Kushwaha, A. K., Kumar, P., & Kar, A. K. (2021). What impacts customer experience for B2B enterprises on using AI-enabled chatbots? Insights from Big data analytics. Industrial Marketing Management, 98, 207–221. https://doi.org/10.1016/j.indmarman.2021.08.011

Li, W., & Xue, L. (2021). Analyzing the critical factors influencing post-use trust and its impact on Citizens’ continuous-use intention of E-Government: Evidence from Chinese municipalities. Sustainability (Switzerland), 13(14). https://doi.org/10.3390/su13147698

Ma, G., & Ma, J. (2022). The Impact of Airport Facility Service Quality on Brand Experience and Passenger Satisfaction: Considering the Mediating Role of Brand Engagement. Future Transportation, 2(2), 501–521. https://doi.org/10.3390/futuretransp2020028

Mark Travers. (2024, March 24). A Psychologist Explains Why It’s Possible To Fall In Love With AI.

Marsasi, E. G., Albari, A., & Muthohar, M. (2023). How Utilitarian Motivation and Trust Can Increase Intention to Use Based on Functional Attitude Theory. International Journal of Professional Business Review, 8(12)1-22, e04086. https://doi.org/10.26668/businessreview/2023.v8i12.4086

Mattioli, J., Robic, P. O., & Jesson, E. (2022). Information Quality: The cornerstone for AI-based Industry 4.0. Procedia Computer Science, 201(C), 453–460. https://doi.org/10.1016/j.procs.2022.03.059

Matubatuba, R. (2024). Commitment and Trust: Shaping Gen Z’s Loyalty in Non-Profit Blood Donation Organisations. https://www.researchgate.net/publication/383915230

Mehmood, K., Kautish, P., & Shah, T. R. (2024). Embracing digital companions: Unveiling customer engagement with anthropomorphic AI service robots in cross-cultural context. Journal of Retailing and Consumer Services, 79. https://doi.org/10.1016/j.jretconser.2024.103825

Monferrer Tirado, D., Vidal-Meliá, L., Cardiff, J., & Quille, K. (2024). Vulnerable customers’ perception of corporate social responsibility in the banking sector in a post-crisis context. International Journal of Bank Marketing, 42(6), 1148–1177. https://doi.org/10.1108/IJBM-03-2023-0162

Nguyen, N. X., Tran, K., & Nguyen, T. A. (2021). Impact of service quality on in-patients’ satisfaction, perceived value, and customer loyalty: A mixed-methods study from a developing country. Patient Preference and Adherence, 15, 2523–2538. https://doi.org/10.2147/PPA.S333586

Panigrahi, R., Srivastava, P. R., & Panigrahi, P. K. (2021). Effectiveness of e-learning: the mediating role of student engagement on perceived learning effectiveness. Information Technology and People, 34(7), 1840–1862. https://doi.org/10.1108/ITP-07-2019-0380

Peña-García, N., Losada-Otálora, M., Auza, D. P., & Cruz, M. P. (2024). Reviews, trust, and customer experience in online marketplaces: the case of Mercado Libre Colombia. Frontiers in Communication, 9. https://doi.org/10.3389/fcomm.2024.1460321

Prentice, C., & Nguyen, M. (2021). Robotic service quality – Scale development and validation. Journal of Retailing and Consumer Services, 62. https://doi.org/10.1016/j.jretconser.2021.102661

Rahi, S., Khan, M. M., & Alghizzawi, M. (2021). Factors influencing the adoption of telemedicine health services during COVID-19 pandemic crisis: an integrative research model. Enterprise Information Systems, 15(6), 769–793. https://doi.org/10.1080/17517575.2020.1850872

Rahman, S. M., Carlson, J., Gudergan, S. P., Wetzels, M., & Grewal, D. (2022). Perceived Omnichannel Customer Experience (OCX): Concept, measurement, and impact. Journal of Retailing, 98(4), 611–632. https://doi.org/10.1016/j.jretai.2022.03.003

Rather, R. A., Hollebeek, L. D., & Rasoolimanesh, S. M. (2022). First-Time versus Repeat Tourism Customer Engagement, Experience, and Value Cocreation: An Empirical Investigation. Journal of Travel Research, 61(3), 549–564. https://doi.org/10.1177/0047287521997572

Rizky, N. A., & Marsasi, G. (2024). The Role of Shopping Engagement and Customer Experience on Intention to Buy based on Technology Acceptance Model in Gen Z. Gen Z. JDM (Jurnal Dinamika Manajemen), 15(1), 175–191. http://jdm.unnes.ac.id

Roy, S. K., Gruner, R. L., & Guo, J. (2022). Exploring customer experience, commitment, and engagement behaviours. Journal of Strategic Marketing, 30(1), 45–68. https://doi.org/10.1080/0965254X.2019.1642937

Shahid, S., Islam, J. U., Malik, S., & Hasan, U. (2022a). Examining consumer experience in using m-banking apps: A study of its antecedents and outcomes. Journal of Retailing and Consumer Services, 65. https://doi.org/10.1016/j.jretconser.2021.102870

Shahid, S., Islam, J. U., Malik, S., & Hasan, U. (2022b). Examining consumer experience in using m-banking apps: A study of its antecedents and outcomes. Journal of Retailing and Consumer Services, 65. https://doi.org/10.1016/j.jretconser.2021.102870

Shahzad, A., Hassan, R., Aremu, A. Y., Hussain, A., & Lodhi, R. N. (2021). Effects of COVID-19 in E-learning on higher education institution students: the group comparison between male and female. Quality and Quantity, 55(3), 805–826. https://doi.org/10.1007/s11135-020-01028-z

Shin, D. (2021). The effects of explainability and causability on perception, trust, and acceptance: Implications for explainable AI. International Journal of Human Computer Studies, 146. https://doi.org/10.1016/j.ijhcs.2020.102551

Singh, J., Shukla, P., & Schlegelmilch, B. B. (2022). Desire, need, and obligation: Examining commitment to luxury brands in emerging markets. International Business Review, 31(3). https://doi.org/10.1016/j.ibusrev.2021.101947

Talha, M., Tahir, Z., & Mehroush, I. (2023). Enhancing customer engagement through source appearance and self-influencer congruence in mobile advertising. Spanish Journal of Marketing - ESIC. https://doi.org/10.1108/SJME-03-2023-0073

Vo, N. T., Hung, V. V., Tuckova, Z., Pham, N. T., & Nguyen, L. H. L. (2022). Guest Online Review: An Extraordinary Focus on Hotel Users’ Satisfaction, Engagement, and Loyalty. Journal of Quality Assurance in Hospitality and Tourism, 23(4), 913–944. https://doi.org/10.1080/1528008X.2021.1920550

Wang, X., Tajvidi, M., Lin, X., & Hajli, N. (2020). Towards an Ethical and Trustworthy Social Commerce Community for Brand Value Co-creation: A trust-Commitment Perspective. Journal of Business Ethics, 167(1), 137–152. https://doi.org/10.1007/s10551-019-04182-z

Watthanaklang, D., Jomnonkwao, S., Champahom, T., & Wisutwattanasak, P. (2024). Exploring accessibility and service quality perceptions on local public transportation in Thailand. Case Studies on Transport Policy, 15. https://doi.org/10.1016/j.cstp.2023.101144

Wetzels, R. W. H., Klaus, P. “Phil,” & Wetzels, M. (2023). There is a secret to success: Linking customer experience management practices to profitability. Journal of Retailing and Consumer Services, 73. https://doi.org/10.1016/j.jretconser.2023.103338

Wilson, C. (2022). Public engagement and AI: A values analysis of national strategies. Government Information Quarterly, 39(1). https://doi.org/10.1016/j.giq.2021.101652

Wistedt, U. (2024). Consumer purchase intention toward POI-retailers in cross-border E-commerce: An integration of technology acceptance model and commitment-trust theory. Journal of Retailing and Consumer Services, 81. https://doi.org/10.1016/j.jretconser.2024.104015

Yingfei, Y., Mengze, Z., & Ki-Hyung, B. (2022). The Nexus of Service Quality, Customer Experience, and Customer Commitment: The Neglected Mediating Role of Corporate Image. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.917284

You, Y., Hu, Y., Yang, W., & Cao, S. (2022). Research on the Influence Path of Online Consumers’ Purchase Decision Based on Commitment and Trust Theory. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.916465

Zheng, R., Li, Z., & Na, S. (2022). How customer engagement in the live-streaming affects purchase intention and customer acquisition, E-tailer’s perspective. Journal of Retailing and Consumer Services, 68. https://doi.org/10.1016/j.jretconser.2022.103015

Zhou, X., Cai, Z., Tan, K. H., Zhang, L., Du, J., & Song, M. (2021). Technological innovation and structural change for economic development in China as an emerging market. Technological Forecasting and Social Change, 167. https://doi.org/10.1016/j.techfore.2021.120671




DOI: https://doi.org/10.18860/mec-j.v9i2.32351

Refbacks

  • There are currently no refbacks.


Bookmark and Share


Editorial Office:
Faculty of Economics,
State Islamic University of Maulana Malik Ibrahim Malang
Gajayana Street 50, Malang-East Java, Indonesia 65144
Phone (+62) 341 558881, Facsimile (+62) 341 558881
e-mail: mecjournal@uin-malang.ac.id

 

 

P-ISSN 2599-3402
E-ISSN 2598-9537

Lisensi Creative Commons

MEC-J is licensed under Creative Commons Attribution–ShareAlike 4.0 International License (CC BY-SA 4.0)

 

MEC-J INDEXED IN:  

                        

Member of:

 

View My Stats