This study investigates how AI chatbot quality dimensions influence customer loyalty formation in digital banking within an emerging market context. Based on the information systems success model (ISSM), we examine the effects of system quality, information quality, and service quality on trust, satisfaction, and commitment, and their subsequent impact on multidimensional customer loyalty. We employed a two-wave temporal design with 400 Vietnamese digital banking customers who had minimum six-month experience with AI chatbot services. Wave 1 measured quality perceptions and relational outcomes (trust, satisfaction, commitment), while Wave 2 assessed loyalty dimensions (cognitive, affective, conative) three weeks later. Data analysis utilized PLS-SEM to test the proposed relationships. All three ISSM quality dimensions significantly influence relational outcomes, with service quality demonstrating the strongest effect on trust (β = .501). Trust emerges as the dominant predictor of customer loyalty (β = .549), followed by commitment (β = .251) and satisfaction (β = .165). The model explains 75.6% of variance in customer loyalty formation, with temporal stability confirmed across both measurement waves. The study focuses on Vietnamese banking customers with AI chatbot experience, limiting generalizability to broader populations or different cultural contexts. The three-week temporal interval establishes causal precedence and temporal stability among experienced users, addressing common method bias limitations in cross-sectional AI chatbot research. Banks should prioritize service quality improvements in AI chatbot design, emphasizing empathy, responsiveness, and contextual understanding over purely technical functionality. Trust-building mechanisms through transparent AI operations and consistent service delivery prove critical for sustained customer relationships in AI-mediated banking environments. This research provides the first temporal validation of ISSM in AI chatbot banking contexts within emerging markets, demonstrating the primacy of service quality over technical factors in AI banking relationships. The multidimensional loyalty framework and cultural context contribute novel insights to conversational AI literature in financial services.
Hằng et al. (Sat,) studied this question.