Exploring the effect of AI Chatbots on customer experience, satisfaction and advocacy: new evidence from the banking sector in Egypt

Abstract EN

As a result of digital transformation and intense competition, companies are facing a critical challenge in attracting and keeping customers.

the new era customers desire to spend the least possible time in contacting the organization, and at the same time they need to reach the organization from any location and at any time.

the use of chatbots has enabled organizations to face that challenge.

this study aims to investigate the effect of the use of AI chatbots on customer experience, customer satisfaction that can lead to customer advocacy.

the empirical analysis was handled by collecting data through an online survey from a sample of 335 customers of five banks in Egypt that have used chatbots to communicate with its customers.

results revealed that chatbots reliability, responsiveness, interactivity, and usability have a significant positive effect on customer experience which in turn has a positive effect on customer satisfaction.

moreover, the findings revealed that customer satisfaction has a significant effect on customer advocacy.

this research makes a valuable contribution to the existing body of literature as it is one of few studies that have chosen the banking sector in Egypt to study the effect of the AI chatbots on customer experience, satisfaction, and advocacy.

especially with the implementation of the financial inclusion which aims to provide both individuals and enterprises with the necessary and reasonably priced financial products and services.