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Purpose—This study investigates the potential impact of consumers’ views about chatbots’ dynamic, behavioral, and cognitive features on their satisfaction and brand loyalty. Design/methodology/approach—Data were collected using a survey comprising questionnaires from a sample of Indian centennial customers. Purposive sampling was the technique utilized. After that, the data was analyzed using the partial least squares algorithm with the help of smartPLS for structured modelling. Findings—The results demonstrated that chatbots’ affective, behavioral, and cognitive characteristics significantly impacted consumer satisfaction and enhanced brand loyalty. Practical implications—Chatbots can improve brand loyalty by taking into account the affective, behavioral, and cognitive traits of their e-agents. Originality/value—This work aims to contribute and enhance the expanding corpus of research on chatbots’ effects on increasing brand love.

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Measuring the Impact of Chatbot Attributes in Enhancing Consumer Satisfaction and Brand Loyalty Among Centennials: PLS-SEM Analysis

  • 会议论文

  • 发表日期：

    2025年

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  • Abhinav P. Tripathi,
  • Anju Tripathi,
  • Upasana Gupta,
  • Mehak Malik

摘要

Purpose—This study investigates the potential impact of consumers’ views about chatbots’ dynamic, behavioral, and cognitive features on their satisfaction and brand loyalty. Design/methodology/approach—Data were collected using a survey comprising questionnaires from a sample of Indian centennial customers. Purposive sampling was the technique utilized. After that, the data was analyzed using the partial least squares algorithm with the help of smartPLS for structured modelling. Findings—The results demonstrated that chatbots’ affective, behavioral, and cognitive characteristics significantly impacted consumer satisfaction and enhanced brand loyalty. Practical implications—Chatbots can improve brand loyalty by taking into account the affective, behavioral, and cognitive traits of their e-agents. Originality/value—This work aims to contribute and enhance the expanding corpus of research on chatbots’ effects on increasing brand love.