Navigating the Customer Experience Landscape: Unraveling the Dynamics of AI-driven Chatbot Services for FMCG Retailers | Journal of Comprehensive Business Administration Research

<!DOCTYPE html> <html lang="en" xml:lang="en"> <head> <meta charset="utf-8"> <meta name="viewport" content="width=device-width, initial-scale=1.0"> <title> Navigating the Customer Experience Landscape: Unraveling the Dynamics of AI-driven Chatbot Services for FMCG Retailers | Journal of Comprehensive Business Administration Research </title> <link rel="icon" href="https://ojs.bonviewpress.com/public/journals/15/favicon_en_US.png"> <meta name="generator" content="Open Journal Systems 3.4.0.7"> <meta name="gs_meta_revision" content="1.1"/> <meta name="citation_journal_title" content="Journal of Comprehensive Business Administration Research"/> <meta name="citation_journal_abbrev" content="JCBAR"/> <meta name="citation_issn" content="3029-2697"/> <meta name="citation_author" content="Adil Zia"/> <meta name="citation_author_institution" content="College of Business, Albaha University, Saudi Arabia"/> <meta name="citation_author" content="Abdulaziz Alotaibi"/> <meta name="citation_author_institution" content="College of Business, Albaha University, Saudi Arabia"/> <meta name="citation_title" content="Navigating the Customer Experience Landscape: Unraveling the Dynamics of AI-driven Chatbot Services for FMCG Retailers"/> <meta name="citation_language" content="en"/> <meta name="citation_date" content="2024/09/13"/> <meta name="citation_volume" content="1"/> <meta name="citation_issue" content="3"/> <meta name="citation_firstpage" content="113"/> <meta name="citation_lastpage" content="123"/> <meta name="citation_doi" content="10.47852/bonviewJCBAR42023726"/> <meta name="citation_abstract_html_url" content="https://ojs.bonviewpress.com/index.php/JCBAR/article/view/3726"/> <meta name="citation_abstract" xml:lang="en" content="This paper evaluates the impact of AI-based chatbot services on fast-moving consumer goods (FMCG) retail sector's customer satisfaction. The data of 615 respondents were collected from FMCG customers in organized retail shops in and around Albaha region of Saudi Arabia. The study acquired data from consumers who used chatbot services for the purchase of FMCG products. Seven hypotheses were formulated and tested to explain the relationships between these variables. It was found that responsiveness is related to customer satisfaction and affects the conversational tone. Further, the adopted conversational tone also influenced customer satisfaction, and the customers were able to process it better. Privacy concerns have an important role in how customers communicate online. This study contributes to the choice of FMCG retailers as far as customizing the chatbot services to ensure that their conversational tone is responsive and mindful of privacy matters in an attempt to increase satisfaction. Further, this study can be generalized in other geographic regions with similar setup in order to understand the consumer behavior. 聽 Received: 1 July 2024 | Revised: 22 August 2024 | Accepted: 31 August 2024 聽 Conflicts of Interest聽 The authors declare that they have no conflicts of interest to this work. 聽 Data Availability Statement The data that support this work are available upon reasonable request to the corresponding author. 聽 Author Contribution Statement Adil Zia: Conceptualization, Methodology, Software, Validation, Formal analysis, Investigation, Data curation, 聽Writing - original draft, Writing - review &amp; editing, Visualization, Supervision. Abdulaziz聽Alotaibi: Conceptualization,聽Formal analysis, Investigation,聽Data curation, Writing - original draft, Writing - review &amp; editing, Visualization."/> <meta name="citation_keywords" xml:lang="en" content="chatbots"/> <meta name="citation_keywords" xml:lang="en" content="AI"/> <meta name="citation_keywords" xml:lang="en" content="privacy concerns"/> <meta name="citation_keywords" xml:lang="en" content="customer satisfaction"/> <meta name="citation_keywords" xml:lang="en" content="AI-driven chatbot service"/> <meta name="citation_keywords" xml:lang="en" content="FMCG retailers"/> <meta name="citation_pdf_url" content="https://ojs.bonviewpress.com/index.php/JCBAR/article/download/3726/1084"/> <link rel="schema.DC" href="http://purl.org/dc/elements/1.1/" /> <meta name="DC.Creator.PersonalName" content="Adil Zia"/> <meta name="DC.Creator.PersonalName" content="Abdulaziz Alotaibi"/> <meta name="DC.Date.created" scheme="ISO8601" content="2024-09-13"/> <meta name="DC.Date.dateSubmitted" scheme="ISO8601" content="2024-07-01"/> <meta name="DC.Date.issued" scheme="ISO8601" content="2024-11-19"/> <meta name="DC.Date.modified" scheme="ISO8601" content="2024-11-19"/> <meta name="DC.Description" xml:lang="en" content="This paper evaluates the impact of AI-based chatbot services on fast-moving consumer goods (FMCG) retail sector's customer satisfaction. The data of 615 respondents were collected from FMCG customers in organized retail shops in and around Albaha region of Saudi Arabia. The study acquired data from consumers who used chatbot services for the purchase of FMCG products. Seven hypotheses were formulated and tested to explain the relationships between these variables. It was found that responsiveness is related to customer satisfaction and affects the conversational tone. Further, the adopted conversational tone also influenced customer satisfaction, and the customers were able to process it better. Privacy concerns have an important role in how customers communicate online. This study contributes to the choice of FMCG retailers as far as customizing the chatbot services to ensure that their conversational tone is responsive and mindful of privacy matters in an attempt to increase satisfaction. Further, this study can be generalized in other geographic regions with similar setup in order to understand the consumer behavior. 聽 Received: 1 July 2024 | Revised: 22 August 2024 | Accepted: 31 August 2024 聽 Conflicts of Interest聽 The authors declare that they have no conflicts of interest to this work. 聽 Data Availability Statement The data that support this work are available upon reasonable request to the corresponding author. 聽 Author Contribution Statement Adil Zia: Conceptualization, Methodology, Software, Validation, Formal analysis, Investigation, Data curation, 聽Writing - original draft, Writing - review &amp; editing, Visualization, Supervision. Abdulaziz聽Alotaibi: Conceptualization,聽Formal analysis, Investigation,聽Data curation, Writing - original draft, Writing - review &amp; editing, Visualization."/> <meta name="DC.Format" scheme="IMT" content="application/pdf"/> <meta name="DC.Identifier" content="3726"/> <meta name="DC.Identifier.pageNumber" content="113-123"/> <meta name="DC.Identifier.DOI" content="10.47852/bonviewJCBAR42023726"/> <meta name="DC.Identifier.URI" content="https://ojs.bonviewpress.com/index.php/JCBAR/article/view/3726"/> <meta name="DC.Language" scheme="ISO639-1" content="en"/> <meta name="DC.Rights" content="Copyright (c) 2024 Authors"/> <meta name="DC.Rights" content="https://creativecommons.org/licenses/by/4.0/"/> <meta name="DC.Source" content="Journal of Comprehensive Business Administration Research"/> <meta name="DC.Source.ISSN" content="3029-2697"/> <meta name="DC.Source.Issue" content="3"/> <meta name="DC.Source.Volume" content="1"/> <meta name="DC.Source.URI" content="https://ojs.bonviewpress.com/index.php/JCBAR"/> <meta name="DC.Subject" xml:lang="en" content="chatbots"/> <meta name="DC.Subject" xml:lang="en" content="AI"/> <meta name="DC.Subject" xml:lang="en" content="privacy concerns"/> <meta name="DC.Subject" xml:lang="en" content="customer satisfaction"/> <meta name="DC.Subject" xml:lang="en" content="AI-driven chatbot service"/> <meta name="DC.Subject" xml:lang="en" content="FMCG retailers"/> <meta name="DC.Title" content="Navigating the Customer Experience Landscape: Unraveling the Dynamics of AI-driven Chatbot Services for FMCG Retailers"/> <meta name="DC.Type" content="Text.Serial.Journal"/> <meta name="DC.Type.articleType" content="Research Articles"/> <link rel="stylesheet" href="https://ojs.bonviewpress.com/index.php/JCBAR/$$$call$$$/page/page/css?name=stylesheet" type="text/css" /><link rel="stylesheet" href="https://ojs.bonviewpress.com/index.php/JCBAR/$$$call$$$/page/page/css?name=font" type="text/css" /><link 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Business, Albaha University, Saudi Arabia </span> <span class="orcid"> <svg class="orcid_icon" viewBox="0 0 256 256" aria-hidden="true"> <style type="text/css"> .st0{fill:#A6CE39;} .st1{fill:#FFFFFF;} </style> <path class="st0" d="M256,128c0,70.7-57.3,128-128,128C57.3,256,0,198.7,0,128C0,57.3,57.3,0,128,0C198.7,0,256,57.3,256,128z"/> <g> <path class="st1" d="M86.3,186.2H70.9V79.1h15.4v48.4V186.2z"/> <path class="st1" d="M108.9,79.1h41.6c39.6,0,57,28.3,57,53.6c0,27.5-21.5,53.6-56.8,53.6h-41.8V79.1z M124.3,172.4h24.5 c34.9,0,42.9-26.5,42.9-39.7c0-21.5-13.7-39.7-43.7-39.7h-23.7V172.4z"/> <path class="st1" d="M88.7,56.8c0,5.5-4.5,10.1-10.1,10.1c-5.6,0-10.1-4.6-10.1-10.1c0-5.6,4.5-10.1,10.1-10.1 C84.2,46.7,88.7,51.3,88.7,56.8z"/> </g> </svg> <a href="https://orcid.org/0000-0002-3322-3310" target="_blank"> https://orcid.org/0000-0002-3322-3310 </a> </span> </li> <li> <span class="name"> Abdulaziz Alotaibi </span> <span class="affiliation"> College of Business, Albaha University, Saudi Arabia </span> </li> </ul> </section> <section class="item doi"> <h2 class="label"> DOI: </h2> <span class="value"> <a href="https://doi.org/10.47852/bonviewJCBAR42023726"> https://doi.org/10.47852/bonviewJCBAR42023726 </a> </span> </section> <section class="item keywords"> <h2 class="label"> Keywords: </h2> <span class="value"> chatbots, AI, privacy concerns, customer satisfaction, AI-driven chatbot service, FMCG retailers </span> </section> <section class="item abstract"> <h2 class="label">Abstract</h2> <p>This paper evaluates the impact of AI-based chatbot services on fast-moving consumer goods (FMCG) retail sector's customer satisfaction. The data of 615 respondents were collected from FMCG customers in organized retail shops in and around Albaha region of Saudi Arabia. The study acquired data from consumers who used chatbot services for the purchase of FMCG products. Seven hypotheses were formulated and tested to explain the relationships between these variables. It was found that responsiveness is related to customer satisfaction and affects the conversational tone. Further, the adopted conversational tone also influenced customer satisfaction, and the customers were able to process it better. Privacy concerns have an important role in how customers communicate online. This study contributes to the choice of FMCG retailers as far as customizing the chatbot services to ensure that their conversational tone is responsive and mindful of privacy matters in an attempt to increase satisfaction. Further, this study can be generalized in other geographic regions with similar setup in order to understand the consumer behavior.</p> <p>聽</p> <p><strong>Received: </strong>1 July 2024 <strong>| Revised: </strong>22 August 2024<strong> | Accepted:</strong> 31 August 2024</p> <p>聽</p> <p><strong>Conflicts of Interest聽</strong></p> <p>The authors declare that they have no conflicts of interest to this work.</p> <p>聽</p> <p><strong>Data Availability Statement</strong></p> <p>The data that support this work are available upon reasonable request to the corresponding author.</p> <p>聽</p> <p><strong>Author Contribution Statement</strong></p> <p><strong>Adil Zia</strong>: Conceptualization, Methodology, Software, Validation, Formal analysis, Investigation, Data curation, 聽Writing - original draft, Writing - review & editing, Visualization, Supervision. <strong>Abdulaziz聽Alotaibi</strong>: Conceptualization,聽Formal analysis, Investigation,聽Data curation, Writing - original draft, Writing - review & editing, Visualization.</p> </section> <br /><div class="separator"></div><div class="item abstract" id="trendmd-suggestions"></div><script defer src='//js.trendmd.com/trendmd.min.js' data-trendmdconfig='{"website_id":"89274", "element":"#trendmd-suggestions"}'></script> </div> <div class="entry_details"> <div class="item cover_image"> <div class="sub_item"> <a href="https://ojs.bonviewpress.com/index.php/JCBAR/issue/view/102"> <img src="https://ojs.bonviewpress.com/public/journals/15/cover_issue_102_en.png" alt=""> </a> </div> </div> <div class="item galleys"> <h2 class="pkp_screen_reader"> Downloads </h2> <ul class="value galleys_links"> <li> <a class="obj_galley_link pdf" href="https://ojs.bonviewpress.com/index.php/JCBAR/article/view/3726/1084"> PDF </a> </li> </ul> </div> <div class="item published"> <section class="sub_item"> <h2 class="label"> Published </h2> <div class="value"> <span>2024-09-13</span> </div> </section> </div> <div class="item issue"> <section class="sub_item"> <h2 class="label"> Issue </h2> <div class="value"> <a class="title" href="https://ojs.bonviewpress.com/index.php/JCBAR/issue/view/102"> Vol. 1 No. 3 (2024) </a> </div> </section> <section class="sub_item"> <h2 class="label"> Section </h2> <div class="value"> Research Articles </div> </section> </div> <div class="item copyright"> <h2 class="label"> License </h2> <p>Copyright (c) 2024 Authors</p> <a rel="license" href="https://creativecommons.org/licenses/by/4.0/"><img alt="Creative Commons License" src="//i.creativecommons.org/l/by/4.0/88x31.png" /></a><p>This work is licensed under a <a rel="license" href="https://creativecommons.org/licenses/by/4.0/">Creative Commons Attribution 4.0 International License</a>.</p> </div> <div class="item citation"> <section class="sub_item citation_display"> <h2 class="label"> How to Cite </h2> <div class="value"> <div id="citationOutput" role="region" aria-live="polite"> <div class="csl-bib-body"> <div class="csl-entry">Zia, A., & Alotaibi, A. 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Navigating the Customer Experience Landscape: Unraveling the Dynamics of AI-driven Chatbot Services for FMCG Retailers. <i>Journal of Comprehensive Business Administration Research</i>, <i>1</i>(3), 113-123. <a href="https://doi.org/10.47852/bonviewJCBAR42023726">https://doi.org/10.47852/bonviewJCBAR42023726</a></div> </div> </div> <div class="citation_formats"> <button class="citation_formats_button label" aria-controls="cslCitationFormats" aria-expanded="false" data-csl-dropdown="true"> More Citation Formats </button> <div id="cslCitationFormats" class="citation_formats_list" aria-hidden="true"> <ul class="citation_formats_styles"> <li> <a aria-controls="citationOutput" href="https://ojs.bonviewpress.com/index.php/JCBAR/citationstylelanguage/get/acm-sig-proceedings?submissionId=3726&publicationId=4901&issueId=102" data-load-citation 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