This article explores how next-generation AI chatbots influence consumer experiences in service settings. Using a cybernetic framework, the authors analyze how AI-driven interactions shape consumer perceptions, behaviors, and engagement, shedding light on the potential of Gen-AI in enhancing service experiences.
Authors
Kanishka Pathak, ICFAI Business School (IBS), Hyderabad, India.
Gyan Prakash, Department of Humanities and Management, Dr. B. R. Ambedkar National Institute of Technology, Punjab, India.
Ashutosh Samadhiya, Assistant Professor, Jindal Global Business School, OP Jindal Global University, Sonipat, Haryana, India.
Anil Kumar, Guildhall School of Business and Law, London Metropolitan University, London, United Kingdom.
Sunil Luthra, ATAL Cell, All India Council for Technical Education (AICTE), Delhi, India.
Summary
Generative AI-based chatbots have surfaced as a magical tool, revolutionizing the service industry. Equipped with superior conversational traits and the ability to attune with the conversant, chatbots have forged a coherent bond with the conversant. The untapped potential of chatbots deserves a better understanding of how consumers interact with them.
This study recruits the theory of cybernetics to shed light upon the mechanism of chatbot consumer interaction. The theory helps to explain the psychological perspectives of chatbot users and answers the all-important question as to how to craft a coherent communication by enhancing the antecedents to chatbot efficiency.
A mixed-method approach is used to identify factors that add to the dynamics of chatbot efficiency, a sensation of awe, and usage intentions. In method 1, the grounded theory approach is used to identify themes and factors to develop a conceptual model. In method 2, the conceptual model devised is subjected to empirical testing through Partial Least Square Structural Equation Modeling.
The theory of cybernetics highlights the importance of information exchange and attunement which leads to higher usage intention in chatbots. The results disseminate the indispensability of AI-enabled chatbots for retailing businesses to attain commercial competency.
Published in: Journal of Retailing and Consumer Services
To read the full article, please click here.
