When Loyalty Speaks Louder Than the Machine: A Quantitative Study on How Pre-existing Brand Loyalty Shapes Perceived AI Chatbot Attributes and Customer Satisfaction
Purpose: This thesis aims to investigate how customers’ pre-existing brand loyalty influences their perceptions of four characteristics – Perceived Usefulness (PU), Perceived Ease of Use (PEoU), Perceived Trustworthiness (PT), and Perceived Human-likeness (PH) – of AI chatbots used in customer service. In turn, we strive to examine how those perceptions affect overall customer satisfaction towards
