Abstract This study explores the dynamics of customer satisfaction in chatbot interactions, with a focus on how chatbot performance influences users’ trust in technology. Conducted in Bangalore City, Karnataka, the research targets customers of both private and public sector banks. A multi-stage random sampling method was used, beginning with all banks in the city and narrowing to four major institutions: HDFC Bank, ICICI Bank, State Bank of India, and Bank of Baroda. Data were collected from 350 customers across selected branches of these banks. The study applies advanced statistical techniques, including Structural Equation Modelling (SEM) and moderation analysis, to examine the relationships among key variables. The findings highlight the critical role of chatbot performance in shaping customer satisfaction, with technological trust acting as a mediator and technical literacy serving as a moderator in influencing overall customer experience in digital banking. Keywords: Customer satisfaction, Chatbot interactions, Trust in technology, Chatbot performance 1.Introduction Since the "customer service revolution" about 20 years ago, business research has prioritised customer happiness and customer-focused organisations. Business consultants and enterprises have developed techniques to identify customer-pleasing organisations, assess happiness, and construct quality improvement processes based on feedback. While corporate research has focused on customer service and happiness, it is not exclusive to the private sector. Publicly sponsored organisations embracing commercial techniques provide valuable insights and research. Federal, state, and municipal governments are increasingly measuring their performance and impact on individuals they serve. Initiatives to "reinvent" government, such as school reform, privatisation, and managed care, prioritise customer service and satisfaction. The European Union is reforming social services with a focus on social inclusion and "user involvement" to enhance quality1. Artificial intelligence is not a new notion in India. For decades, research groups and institutions have been experimenting with various AI technologies, notably in the subject of social change. AI is becoming more mainstream, with large corporations and start-ups investigating numerous opportunities as supporting technology becomes more available and inexpensive.technology significantly impacts industries and everyday tasks. It has several applications and is used differently across the globe. Artificial intelligence has recently gained popularity among the public. Artificial intelligence mimics the cognitive abilities of humans. To grow more accurate and human-like, AI chatbots are taking the place of human responders. The use of chatbots, sometimes known as virtual assistants, is growing in popularity as a result of developments in natural language processing, artificial intelligence, machine learning, and neural networks. Interactive questions let chatbots communicate with people more effectively. To expand the chatbot industry, several cloud-based chatbot services have surfaced, such as Watson from IBM, Cleverbot, and ELIZA chatbot. Conversation between people and robots has greatly improved in recent years, with more responsive conversational agents. This article discusses the generalisation and description of AI chatbots2. Chatbots are adaptable and show a lot of potential. Human care providers often struggle to manage resources and get exhausted. Chatbots are available 24/7 due to scalable technology, ensuring quick access for consumers. Chatbots may dramatically decrease expenses and automate corporate procedures. Chatbots, such as Amazon Alexa and Apple Siri, are becoming more popular for their practical applications. Watson, IBM's question-and-answer programme, is a great example. Chatbots have a wide range of applications outside information technology. In 2020, chatbots accounted for over 85% of consumer interactions. Here's an example: "Businesses can use chatbots for internal communication in addition to using them for external communication (with customers)" . Large organisations often utilise chatbots for staff assistance, recruitment as well as training. Meet Franks is a digital assistant that links talent and corporations discreetly. Live chat interfaces are becoming more popular for providing real time customer care, particularly in e-commerce. Chatbots are often used to replace human chat service representatives. Although AI-based chatbots have been extensively adopted for cost and time savings, they often fail to meet consumer expectations, potentially leading to decreased user engagement3. Chatbots are thought to provide round-the-clock assistance, seven days a week, which improves customer interactions by cutting down on bank customer wait times. Because they make common banking tasks simpler for consumers to do, chatbots are seen as beneficial. Additionally, using chatbots for various financial procedures is easier and costs nothing. It's argued that chatbots pose less of a risk to privacy and data security. The chatbots are a trustworthy source since their responses are up to date and precise4. Chatbot apps may serve as a useful tool for personal consultation and learning via interactive tactics and user-friendly interfaces, apart from providing a range of successful interpersonal interactions. A chat bot's ability to reach a large audience via automated, personalised messages and a messaging system is its main benefit. Furthermore, chatbots may be used in the workplace due to the growing use of mobile technology, the lack of time and location constraints, and the development of interactive education techniques5. This paper is organised as follows: the third portion presents our analysis's methodologies and data collecting, while the second section evaluates pertinent literature. The findings are explained and our results are described in the fourth part. The article is concluded in the last part. 2.Literature Review 6 This study investigates how cognitive and peripheral inputs affect experience characteristics, resulting in chatbots, building on the principles of the Model of Elaboration Likelihood (ELM). The user wants to suggest. In the buy and post-purchase phases, the study used a strong interpretive sequencing mixed-method research design and incorporated competence as well as warmth as mediating variables.7 This paper provides an in-depth analysis of the manner how artificially intelligent (AI) and NLP, or natural language processing, are pushing the boundaries of convention, revolutionising modern marketing strategies, and providing insightful knowledge about consumer behaviour and tactical decision-making. 8 This study aims to provide a novel contribution by offering a thorough, well-organized roadmap that describes the fundamental ideas required for successful combining automation and process optimisation within the framework of state-of-the-art artificial intelligence9 This study explores the intricate interplay between social media and marketing tactics in influencing the global economic landscape. Understanding the critical roles that social media and marketing play becomes imperative for companies, governments, and other stakeholders in an age when globalisation & digitalization are driving revolutionary changes. scholars as well. 10 A new age of improved digital offering dependability, optimized supply chain operations, and instantaneous access to priceless data and analytics has been brought about by the incorporation of AI. In its endeavour to close the knowledge gap and enable the effective integration of AI into business planning, this article aspires to perfection.11 The report ends with recommendations for further research on personalised marketing, with an emphasis on cutting-edge technologies including wearables, big data, blockchain, artificial intelligence, and the internet of things. investigate new approaches to creating individualised experiences for both online and offline platforms. 12 The study puts the rise of smart tourism in perspective and explains how technology and data are changing the dynamics of the sector. In summary, it considers potential uses while highlighting the need of a well-balanced combination of data and technology to fulfil the potential of smart tourism.13 This article offers a thorough analysis of scientific research on AI's effects on digital marketing initiatives. By looking at several scholarly articles, this study aims to provide light on how artificial intelligence (AI) tools are affecting strategies, processes, and outcomes in the area of digital marketing. 14 This study used a serial mediation mechanism to examine the effect of human portrayal in chatbot on the intention to follow health advice, using psychological separation and trust towards the chatbot counsellor. The results showed that participants in the simulated human condition expressed a stronger willingness to heed chatbot-generated emotional wellness advice than did those in the mechanical representation condition. 15 Because of digital technology and media, the situations in which companies interact with their customers are changing. The authors provide a number of plausible extensions of the present study's findings as ideas for future academic research. 3.Research Gap The study gap stems from a lack of investigation into how confidence in technology mediates the link between chatbot performance and customer pleasure, as well as a limited grasp of how technical literacy moderates this relationship. Current research focuses mostly on direct impacts, ignoring these critical mediating and moderating variables. Addressing these gaps is critical for gaining a more complete knowledge of customer-bot interactions
Dr. Nagashree (Thu,) studied this question.
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