Abstract
Despite the increasing implementation of artificial intelligence (AI), it is puzzling why consumers are still resistant towards it. Part of the problem is how to create systems that appropriately meet consumer demand for good quality and functional AI. The chapter addresses this issue by providing the much-needed understanding of how AI technologies can shape a satisfactory customer experience. Results are clear in showing that easy-to-use and high-quality AI systems form positive attitudes, and consumers are willing to use such technology again. Functional and enjoyable interaction enhanced the experience and thus attitude formation. These results have been substantiated statistically only for the high satisfaction group. By contrast, for low satisfaction group, consumers have not enjoyed the experience they had with the AI system. They found the interaction to be unpleasant, and the system to be useless. The outcomes are summarised in a framework for designing appropriate AI systems shaping consumer journey beyond the traditional marketing context.
Top2. Theoretical Background
Chatbots could be defined as software applications used to conduct an on-line chat conversation via text or text-to-speech (for details see Bialkova, 2023a). Despite their increasing implementation as promising AI aids to enhance user experience and thus lifting marketing revenues, consumer satisfaction turns to be a key determinant of chatbot (future) use.
We therefore, first look at satisfaction and experience evaluation. Both, utilitarian (e.g., functionality, quality, ease of use) and hedonic (e.g., enjoyment) aspects will be explored in detail as these emerged from a profound literature audit to shape experience evaluation, and thus, satisfaction and attitudes formation.
Key Terms in this Chapter
Satisfaction: Associated with appropriately meeting consumer expectations.
Quality: Reflecting the system and the information provided.
Functionality: Associated with the way a system functions.
Enjoyment: One of the core affects composing emotions.
Chatbots: Software applications used to conduct an on-line chat conversation via text or text-to-speech.
Ease of Use: Associated with the degree to which the user expects the tech system to be free of effort.