Impact of AI Chatbot Performance on Customer Satisfaction in Online Shopping

Abstract

AI chatbots are now common in online shopping. They help customers search for products, track orders, and make complaints. The study ‘Impact of AI Chatbot Performance on Customer Satisfaction in Online Shopping’ examines chatbot awareness, use, performance, and customer satisfaction in Kannur district, Kerala. Primary data were collected by using Convenience sampling from 75 respondents with the help of a structured questionnaire. Data were collected from 75 respondents using a structured questionnaire and convenience sampling. The data were analysed using percentages, weighted averages, independent sample t-tests, ANOVA, correlation, and multiple regression. The results showed moderate awareness (3.35) and use (2.41) of AI chatbots. Chatbot performance had a weighted average of 2.09. Customer satisfaction was low, with a weighted average of 2.95. Incorrect information and poor understanding were the main problems (18.67% each) faced by them. Chatbot performance had a significant positive relationship with customer satisfaction (𝜌 = 0.357, p < 0.05). Regression results showed that chatbot performance and use were a significant predictor of satisfaction (beta = 0.617, beta = 0.205, p < 0.001). Awareness (p = 0.277) was not significant predictors. Therefore, online shopping platforms should improve the accuracy and quality of response. They should also provide human support if needed.