How May “AI” Help You? Analyzing the Role of AI-Backed Chatbot Interactions in Customer Services

Authors

  •   Sunanjita Mahajan Assistant Professor, School of Management, Model Institute of Engineering and Technology, Kot Bhalwal, Jammu - 181 122, Jammu & Kashmir
  •   Mansi Gupta Assistant Professor (Corresponding Author), School of Management, Model Institute of Engineering and Technology, Kot Bhalwal, Jammu - 181 122, Jammu & Kashmir
  •   Vinay Chauhan Professor, The Business School, University of Jammu, Baba Saheb Ambedkar Road, Tawi, Jammu - 180 006, Jammu & Kashmir

DOI:

https://doi.org/10.17010/ijom/2025/v55/i4/174929

Keywords:

AI-backed chatbot interaction

, customer engagement, advocacy intention, e-commerce.

Paper Submission Date

, July 25, 2024, Paper sent back for Revision, February 14, 2025, Paper Acceptance Date, March 22, Paper Published Online, April 15, 2025

Abstract

Purpose : The paper empirically investigated the impact of the interaction between AI-enabled chatbots and consumers on engagement dimensions and engagement outcomes in e-commerce platforms. The study aimed to understand the outcomes that can be derived from the interactions during customer services to help marketers leverage AI technologies efficiently.

Design : Convenience sampling was employed to collect 311 cross-sectional data, which was analyzed through structural equation modeling using AMOS to test the hypotheses.

Findings : The results revealed that AI-backed chatbot interaction is a multidimensional construct that significantly and positively impacted all customer engagement dimensions; however, it also reported that AI-enabled interaction failed to induce advocacy intention among consumers. Furthermore, the results unveiled a significant mediating role of affective and behavioral engagement in chatbot interaction and advocacy intention relationship, whereas the mediating effect of cognitive engagement was not supported.

Research Implications : The results extended practical and theoretical implications by identifying the dimensions defining AI-backed chatbot interaction and investigating its impact on customer outcomes. It highlighted the role and limitations of AI-based chatbots and underscored the need for broader yet cautious implementation of such technologies in generating favourable outcomes in customer service systems.

Originality : The study uncovered the role of chatbot interactions in driving cognitive, affective, and behavioural engagement and customer advocacy. It is one of the few studies that identified and acknowledged the importance of integrating these chatbots into customer services, along with the limitations that accompany it.

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Published

2025-04-15

How to Cite

Mahajan, S., Gupta, M., & Chauhan, V. (2025). How May “AI” Help You? Analyzing the Role of AI-Backed Chatbot Interactions in Customer Services. Indian Journal of Marketing, 55(4), 69–88. https://doi.org/10.17010/ijom/2025/v55/i4/174929

Issue

Volume 55, Issue 4, April 2025

Section

Articles
Crossref
Scopus
Google Scholar
Europe PMC

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