Examining the Customer Experience of Using Banking Chatbots and Its Impact on Brand Love: The Moderating Role of Perceived Risk

In today’s digitally enabled world, banks offer chatbots to improve customer service. This research looks at chatbots as a form of an information system. It observes the effect of the three quality dimensions of the information system success model on customer experience, further leading to love for the bank brand. As chatbots are a new technology platform, consumers may find some risk in its use. Hence, the moderating role of perceived risk between the three quality dimensions and customer experience is also observed. The survey method was employed to conduct the study. Data were collected from 258 respondents. The results provide a definite direction for banks to strengthen the consumer–brand relationship by offering chatbots suiting their customers’ expectations.