Examining Anthropomorphism of Chatbots and Its Effect on User Satisfaction and User Loyalty in the Service Industry

This article provides a conceptual insight into the role of anthropomorphism of chatbots and its effect on user satisfaction and user loyalty in the service industry. Technology advancement has contributed to the increasing usage of chatbots to improve service quality, customer satisfaction and loyalty. The factor variable examined in this study is anthropomorphism, which is hypothesized towards perceived usefulness and user satisfaction. The mediating roles of perceived usefulness and user satisfaction between chatbots anthropomorphism and user loyalty will be explored. This study is expected to contribute to a conceptual framework formation that can be utilised by industry practitioners for planning and implementation of anthropomorphism of chatbots in the service industry.