Customer Experience in the Era of Artificial Intelligence: A qualitative study exploring customer’s perceptions of AI chatbots in e-commerce

Sammanfattning

Title Customer Experience in the Era of Artificial Intelligence: A qualitative study exploring customer’s perceptions of AI chatbots in e-commerce Authors Ella Martell and Franziska Seifried Supervisor Solomon Akele Abebe Course BUSN39 - Degree Project in Global Marketing - Master Level Keywords Artificial Intelligence, AI, Chatbots, Customer Experience, Customer Perceptions, E-Commerce Research Question How do customers perceive different AI-based chatbot features in regards to their customer experience in e-commerce? Research Aim The aim of the study is to explore how customers perceive various AI chatbot features and how these perceptions in turn affect the online customer experience. By doing so, it seeks to uncover valuable insights on how AI chatbots features have to be deployed to improve customer experiences in e-commerce. Theoretical Framework A conceptual framework was produced which has been derived from the synthesised findings of prior research alongside with the findings of the study. It visualises the interrelations between AI chatbot features, customer perceptions and effects on the online customer experience. Methodology The research consists of a qualitative study using an abductive approach. Primary data has been collected through interviews with Swedish consumers from generation Z with diverse viewpoints on chatbots. Findings Five AI chatbot features were identified as relevant in e-commerce contexts, namely interface, functionality, personalised recommendations, data safety and language style. These features were shown to influence customer perceptions of AI chatbots. High perceived usability and usefulness were found to result in a positive online customer. Contrary to this, the perceived privacy risk needs to be low to result in a positive customer experience. For perceived human-likeness there is a need to find a balance where the chatbots are perceived to have the right level of human-likeness to result in a positive customer experience. The customer perceptions were shown to have positive and negative effects on the customer experience. Finally, two influencing factors, experience with using AI technology and attitude towards data privacy, were shown to influence the customer perceptions. Managerial and Theoretical Implications Understanding customer perceptions is essential for optimising chatbot deployment. This study offers a holistic perspective on AI chatbot features effects on customer perceptions and experience and contributes to the understanding of how chatbots can either enhance or diminish the customer experience.