Browse > Article
http://dx.doi.org/10.5392/IJoC.2020.16.4.001

The Effect of Service Quality on the Reuse Intention of a Chatbot: Focusing on User Satisfaction, Reliability, and Immersion  

Kim, Minjin (Department of Media and Communication Sungkyunkwan University)
Chang, Byenghee (Department of Media and Communication Sungkyunkwan University)
Publication Information
International Journal of Contents / v.16, no.4, 2020 , pp. 1-15 More about this Journal
Abstract
This study examined the impact of chatbot service quality (process quality, outcome quality, and servicescape quality) on user satisfaction and reliability by identifying the relationships between user satisfaction, reliability, immersion, and the paths of three variables influencing reuse intention. The survey was conducted of Korean users in their teens and 70s who had experience using chatbot services. A total of 218 convenience samples were extracted and the data analyzed. By the IS success and SERVQUAL model, the results of structural equation modeling revealed that the chatbot service quality did not affect user satisfaction and reliability. However, user satisfaction and reliability of the chatbot services were shown to lead to reuse intention, and user satisfaction was shown to affect immersion and immersion in reliability. The results showed that satisfaction, reliability, and immersion in the chatbot services were important factors in the chatbot reuse intention. Through the satisfaction and reliability gained through the service, the users wanted to reuse the chatbot services, especially the chatbot services that gained reliability, which will have a greater impact on reuse intention. We can use these results as marketing information to attract loyal customers by identifying the reuse intention of the chatbot service users.
Keywords
Chatbot; IS success model; SERVQUAL; User satisfaction; Reliability; Immersion; Reuse intention;
Citations & Related Records
Times Cited By KSCI : 3  (Citation Analysis)
연도 인용수 순위
1 M. J. Bitner, "Service scapes: The impact of physical surroundings on customers and employees," Journal of marketing, vol. 56, no. 2, pp. 57-71, 1992, https://doi.org/10.2307/1252042.   DOI
2 Y. J. Lee, J. Y. Kim, and J. I. Kim, "The Current Status of Service Industry and Service Quality," JOURNAL OF CONSUMER STUDIES, vol. 7, no. 2, pp. 129-157, 1996.
3 Y. J. Kim and Y. J. Jeon, "The Influence of Brand Image on Customer Satisfaction and Revisit Intention in Coffee Shop : Focusing on Moderating Effects by Gender," Journal of Foodservice Management, vol. 18, no. 2, pp. 239-255, 2015.
4 J. A. Ghani and S. P. Deshpande, "Task characteristics and the experience of optimal flow in human-computer interaction," The Journal of psychology, vol. 128, no. 4, pp. 381-391, 1994, https://doi.org/10.1080/00223980.1994.9712742.   DOI
5 Y. H. Kim, "A Study on the Effect of HTS(Home Trading System)Service Quality, Brand Image and Perceived Risk on Repurchase Intention: Focus on Oline Stock Trading," Paper of masters degree, The Graduate School Hanyang University, 2008.
6 J. Bowen and S. Shoemaker, "Loyalty: a strategic commitment, Cornell and Restaurant and Administration Quarterly," Journal of Travel Research, vol. 37, no. 1, pp. 89-89, 1998, https://doi.org/10.1177/001088049803900104.   DOI
7 Y. M. Suk, "An Investigation on How the Service Quality and the Corporate Image Influence the Repurchase Intention: Focusing on Car Insurance," Ph.D. dissertation, Graduate School of Sookmyung Women's University, 2004.
8 P. A. Dabholkar, R. P. A. Bagozzi, David C. Shepherd, and Dayle I. Thorpe, "A comprehensive framework for service quality: An investigation of critical conceptual and measurements issues through a longitudinal study," Journal of Retailing, vol. 76, no. 2, pp. 139-174, 2000, https://doi.org/10.1016/s0022-4359(00)00029-4.   DOI
9 R. L. Oliver, "A Conceptual Model of Service Quality and Service Satisfaction: Comparative Goals, Different Concepts," Advances in service marketing and management, vol. 2, pp. 65-85, 1993, doi: https://ci.nii.ac.jp/naid/10031116648/.
10 H. S. Lee, K. L. Jang, and Y. K. Lee, "The Relationship between Market Orientation and Business Performance, and Mediators in the Hotel Industry," Korean management Review, vol. 28, no. 1, pp. 75-102, 1999.
11 Albert Caruana, "Service loyalty: the effects of service quality and the mediating role of customer satisfaction," European Journal of Marketing, vol. 36, no. 7/8, pp. 811-28, 2020, https://doi.org/10.1108/03090560210430818.   DOI
12 G. S. Sureshchandar, C. Rajendran, and R. N. Anantharaman, "The relationship between service quality and customer satisfaction-a factor specific approach," Journal of services marketing, vol. 16, no. 4, pp. 363-379, 2002, https://doi.org/10.1108/08876040210433248.   DOI
13 N. Kumar, "The power of trust in manufacturer-retailer relationships," Harvard business review, vol. 74, no. 6, p. 92, 1996.
14 A. Jamal and K. Naser, "Customer satisfaction and retail banking: an assessment of some of the key antecedents of customer satisfaction in retail banking," International journal of bank marketing, vol. 20, no. 4, pp. 146-160, 2002, https://doi.org/10.1108/02652320210432936.   DOI
15 D. M. Rousseau, S. B. Sitkin, R. S. Burt, and C. Camerer, "Not so different after all: A cross-discipline view of trust," Academy of management review, vol. 23, no. 3, pp. 393-404, 1998, https://doi.org/10.5465/amr.1998.926617.   DOI
16 F. F. Reichheld and P. Schefter, "E-loyalty: your secret weapon on the web," Harvard business review, vol. 78, no. 4, pp. 105-113, 2000.
17 C. Moorman, G. Zaltman, and R. Deshpande, "Relationships between providers and users of market research: The dynamics of trust within and between organizations," Journal of marketing research, vol. 29, no. 3, pp. 314-328, 1992, https://doi.org/10.1177/002224379202900303.   DOI
18 F. R. Dwyer, P. H. Schurr, and S. Oh, "Developing buyer-seller relationships," Journal of marketing, vol. 51, no. 2, pp. 11-27, 1987, https://doi.org/10.1177/002224298705100202.   DOI
19 D. Grewal, R. Krishnan, J. Baker, and N. A. Borin, "The effect of store name, brand name and price discounts on consumer' evaluations and purchase intentions," Journal of retailing, vol. 74, no. 3, p. 331, 1998, https://doi.org/10.1016/s0022-4359(99)80099-2.   DOI
20 E. Garbarino and M. S. Johnson, "The different roles of satisfaction, trust, and commitment in customer relationships," Journal of marketing, vol. 63, no. 2, pp. 70-87, 1999, https://doi.org/10.1177/002224299906300205.   DOI
21 A. Ravald and C. Gronroos, "The value concept and relationship marketing," European journal of marketing, vol. 30, no. 2, pp. 19-30, 1996, https://doi.org/10.1108/03090569610106626.   DOI
22 A. Alves and A. Soares, "Evaluating The Use of Avatars in Ecommerce," Portuguese Journal of Marketing/Revista Portuguesa de Marketing, vol. 31, 2013.
23 R. C. Mayer, J. H. Davis, and F. D. Schoorman, "An integrative model of organizational trust," Academy of management review, vol. 20, no. 3, pp. 709-734, 1995, https://doi.org/10.2307/258792.   DOI
24 J. K. Rempel, J. G. Holmes, and M. P. Zanna, "Trust in close relationships," Journal of personality and social psychology, vol. 49, no. 1, p. 95, 1985.   DOI
25 D. T. Wilson, "An integrated model of buyer-seller relationships," Journal of the academy of marketing science, vol. 23, no. 4, pp. 335-345, 1995, https://doi.org/10.4135/9781452231310.n9.   DOI
26 E. Delgado‐Ballester and J. L. Munuera‐Aleman, "Brand trust in the context of consumer loyalty," European Journal of marketing, vol. 35, no. 11/12, pp. 1238-1258, 2001, https://doi.org/10.1108/eum0000000006475.   DOI
27 E. W. Anderson, C. Fornell, and D. R. Lehmann, "Customer satisfaction, market share, and profitability: Findings from Sweden," Journal of marketing, vol. 58, no. 3, pp. 53-66, 1994, https://doi.org/10.1177/002224299405800304.   DOI
28 R. M. Morgan and S. D. Hunt, "The commitment-trust theory of relationship marketing," Journal of marketing, vol. 58, no. 3, pp. 20-38, 1994, https://doi.org/10.2307/1252308.   DOI
29 The Korea Information Society Agency (NIA), Trends and Prospects of Chatbot Services Based on Artificial Intelligence at home and abroad; D.gov Trend & Future, 2018.
30 J. S. Kim, The influence of individual characteristics on user satisfaction and usage intention of Chat-Bot service : focusing on technology acceptance model, 2018.
31 The Korea Information Society Agency (NIA), Appearance of 'Chatbot' service based on artificial intelligence and trend of development. Issues & Trends of ICT Convergence, 2016.
32 Y. G. Jo, "A Study on the quality Factors Affecting Intention to Use of Financial Chatbot," Paper of masters degree, Graduate School of Soongsil University, 2018.
33 Linhan Jiang, "A Study on the Intention to Use in Social Commerce of China," Paper of masters degree, Graduate School of Pusan University, 2018.
34 Y. Wilks (Ed.), Close engagements with artificial companions: key social, psychological, ethical and design issues, vol. 8, John Benjamins Publishing, 2010, https://doi.org/10.1075/nlp.8.   DOI
35 I. Geyskens, J. B. E. Steenkamp, L. K. Scheer, and N. Kumar, "The effects of trust and interdependence on relationship commitment: A trans-Atlantic study," International Journal of research in marketing, vo. 13, no. 4, p. 303, 1996, https://doi.org/10.1016/s0167-8116(96)00006-7.   DOI
36 James Lester, Karl Branting, and Bradford Mott, Conversational Agents, Practical Handbook of Internet Computing, pp. 2-3, 1999.
37 Cui Dong, "A Study on the Mobile Service Quality, Immersion, Satisfaction, and Re-use : Focused on Chinese Students in Korea," Paper of masters degree, Graduate School of Yeungnam University, 2010.
38 J. W. Kim, H. I. Jo, and B. G. Lee, "The study on the Factors Influencing on the Behavioral Intention of Chatbot Service for the Financial Sector: Focusing on the UTAUT Model," Journal of Digital Contents Society, vol. 20, no. 1, pp. 41-50, 2019, https://doi.org/10.9728/dcs.2019.20.1.41.   DOI
39 W. H. DeLone and E. R. McLean, "The DeLone and McLean model of information systems success: A ten-year update," Journal of Management Information Systems, vol. 19, no. 4, pp. 9-30, 2003, https://doi.org/10.1080/07421222.2003.11045748.   DOI
40 F. Selnes, "Antecedents and consequences of trust and satisfaction in buyer‐seller relationships," European Journal of marketing, vol. 32, no. 3/4, pp. 305-322, 1998, https://doi.org/10.1108/03090569810204580.   DOI
41 J. G. Park, H. J. Lee, C. H. Cho, and J. W. Lee, "Client Relationship Proneness, Trust, Commitment and Reuse Intention in IT Service," Journal of Digital Convergence, vol. 10, no. 9, pp. 137-149, 2012.   DOI
42 J. H. Jung, "ICT Policies, Promotion, Regulation and Governance in the Fourth Industrial Revolution," National Assembly Research Service, Research Report, no. 1456, pp. 1-4, 2018, doi : https://www.nars.go.kr/report/view.do?categoryId=&cmsCode=CM0043&searchType=TITLE&searchKeyword=%EC%B1%97%EB%B4%87&brdSeq=23007.
43 KB Financial Group's Institute of Management, The introduction and implications of mobile messaging chatbot, KB Knowledge Vitamin, 2016.
44 M. S. Park, "The influence of factors such as personal innovativeness, self-efficacy and perceived playfulness on messenger platform chatbot service to use more, focusing on the ETAM," Paper of masters degree, Graduate School of Hongik University, 2017.
45 J. J. Kim, "The effect of conversational interaction level of chatbot on system reliability and continuous usage intention : focusing on news subscriptions chatbot application," Paper of masters degree, Graduate School of Yonsei University, 2019.
46 S. H. Yoon, "A Study on intention of persistent use for the business support information portal of the public organization : Focused on Communication activities," Paper of masters degree, Graduate School of Chonnam National University, 2014.
47 I. G. Park, "An Empirical Study on the Factors Affecting the Sales Support Software Usage Performance of Company : Focused on the Information Systems Success Model," Ph.D. dissertation, The Graduate School Soongsil University, 2016, https://doi.org/10.17327/ippa.2011.25.2.003.   DOI
48 A. Parasuraman, L. L. Berry, and V. A. Zeithaml, "Refinement and reassessment of the SERVQUAL scale," Journal of retailing, vol. 67, no. 4, p. 420, 1991.
49 S. J. Jo, "Relationships among Internet Tourism Information Service Journal of Culture & TourismQuality, Commitment and Behavioral Intention," Journal of Culture & Tourism, vol. 4, no. 2, pp. 265-286, 2002.
50 H. J. Baek, S. Y. Kim, and S. W. Lee, "Effects of Interactivity and Usage Mode on User Experience in Chatbot Interface," Journal of the HCI Society of Korea, vol. 14, no. 1, pp. 35-43, 2019, https://doi.org/10.17210/jhsk.2019.02.14.1.35.   DOI
51 G. T. Gundlach, R. S. Achrol, and J. T. Mentzer, "The structure of commitment in exchange," Journal of marketing, vol. 59, no. 1, pp. 78-92, 1995, https://doi.org/10.2307/1252016.   DOI
52 M. J. Dorsch, S. J. Grove, and W. R. Darden, "Consumer intentions to use a service category," Journal of Services Marketing, vol. 14, no. 2, pp. 92-117, 2000, https://doi.org/10.1108/08876040010309220.   DOI
53 Roland T. Rust and L. Oliver Richard, "Service quality: insights and managerial implications from the frontier," in Roland T. Rust and Richard L. Oliver (Eds.), Service Quality: New Directions in Theory and Practice, Thousand Oaks, CA: Sage Publications, pp. 1-19, 1994, https://doi.org/10.4135/9781452229102.n1.   DOI
54 W. H. DeLone and E. R. McLean, "Information Systems Success: The Quest for the Dependent Variable," Information Systems Research, vol. 3, no. 1, pp. 60-95, 1992, https://doi.org/10.1287/isre.3.1.60.   DOI
55 A. Parasuraman, A. Zeithaml Valarie, and L Berry Leonard, "SERVQUAL: a multiple-item scale for measuring consumer perceptions of service quality," Journal of Retailing, vol. 64, no. 1, pp. 12-40, 1988, doi: https://search.proquest.com/openview/7d007e04d78261295e5524f15bef6837/1?pq-origsite=gscholar&cbl=41988.
56 Christian Groonroos, "A service quality model and its marketing implication," European Journal of Marketing, vol. 18, no. 4, pp. 36-44, 1984, https://doi.org/10.1108/eum0000000004784.   DOI
57 C. J. Suh and J. O. Yoon, "The Effects of Perceived Chatbot Service Quality on Customer Satisfaction and Word of Mouth," Journal of Korea Service Management Society, vol. 20, no. 1, pp. 201-222, 2019, https://doi.org/10.15706/jksms.2019.20.1.010.   DOI
58 Y. H. Hwang and Y. W. Seo, "A Study on the Intention to use of Chatbot Service," Focusing on Accessibility, pp. 2232-2240, 2019, doi: https://www.dbpia.co.kr/Journal/articleDetail?nodeId=NODE09296179.
59 R. L. Oliver, Satisfaction: A behavioral perspective on the consumer, New York' NY: Irwin-McGraw-Hill, 1997, https://doi.org/10.4324/9781315700892.   DOI
60 A. Bhattacherjee, "Understanding information systems continuance: an expectation-confirmation model," MIS quarterly, pp. 351-370, 2001, https://doi.org/10.2307/3250921.   DOI
61 S. D. Kwon and S. J. Yun, "A Study on the Influential Factors of Intention to Continued Use of e-Learning," Journal of information technology applications & management, vol. 17, no. 1, pp. 35-54, 2010.
62 D. G. Han, "Study on the Influence of Service Quality on Customer Satisfaction and Customer Loyalty of the Domestic Coffee Chains," Journal of Foodservice Management, vol. 18, no. 1, pp. 189-209, 2015.