AI-chatbot application as an E-service agent to develop a customer-brand relationship

Abstract

This dissertation explores AI chatbots as e-service agents in developing customer-brand relationships. Chapter II presents a bibliometric analysis of 571 papers (2005–2022), identifying key research trends and academic clusters in computer science, marketing service, and digital health. Chapter III develops a conceptual framework using the Technology Acceptance Model (TAM) and A-B-C model of attitudes, examining how interaction, perceived enjoyment, customization, and problem-solving influence customer perceptions, satisfaction, and trust. Chapter IV empirically validates chatbot effectiveness through a mixed-methods approach, confirming that perceived ease of use and usefulness drive positive attitudes and brand loyalty. AI chatbots enhance customer engagement while reducing human intervention. This study extends TAM with chatbot-specific attributes, providing theoretical and practical insights for businesses. It highlights AI transparency and ethical considerations as key to trust-building and emphasizes AI’s role in sustainable digital transformation and long-term brand engagement.