The Impact of AI-Based Chatbot Customer Service on Customer Loyalty: The Mediating Role of Customer Satisfaction, Customer Engagement, and Perceived Service Efficiency at Bank X
DOI:
https://doi.org/10.38035/dijemss.v7i1.5504Keywords:
Chatbot, Efficiency, Engagement, Satisfaction, Loyalty, Customer PerceptionAbstract
AI-based chatbot services are believed to be one of the channels that can enhance customer loyalty in the banking sector. This research aims to investigate the impact of implementing AI-based customer service chatbots at State-Owned Bank X on customer loyalty, with customer satisfaction, engagement, and perceived efficiency acting as mediating variables. This study applies a quantitative cross-sectional method by collecting both descriptive and empirical data through surveys, in which questionnaires were distributed to respondents. The research population consists of customers of State-Owned Bank X, totaling 154 million. The sample was selected using a purposive sampling technique, targeting existing customers who use the AI-based chatbot service, resulting in 430 valid responses collected between October and November 2024. The data collected were analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method. This study is expected to demonstrate that customer satisfaction, customer engagement, and perceived efficiency function as mediators in the relationship between chatbot usage and customer loyalty. The mediating roles of customer satisfaction, engagement, and perceived efficiency are anticipated to significantly contribute to improving customer loyalty through the use of AI-based chatbots. Therefore, it is essential for the company to strategically integrate and manage AI-based chatbot services, along with customer satisfaction, engagement, and perceived efficiency variables, in every chatbot implementation to achieve the goal of enhancing customer loyalty.
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