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Chatbot e-service and customer satisfaction regarding luxury brands

Author

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  • Chung, Minjee
  • Ko, Eunju
  • Joung, Heerim
  • Kim, Sang Jin

Abstract

This study was undertaken to analyze whether luxury fashion retail brands can adhere to their core essence of providing personalized care through e-services rather than through traditional face-to-face interactions, particularly through Chatbot, an emerging digital tool offering convenient, personal, and unique customer assistance. The authors use customer data to test a five-dimension model measuring Chatbot for customer perceptions of interaction, entertainment, trendiness, customization, and problem-solving. The study reveals that Chatbot e-service provides interactive and engaging brand/customer service encounters. Marketers and managers in the luxury context can adopt the instrument to measure whether e-service agents provide desired outcomes and to determine whether they should adopt Chatbot virtual assistance.

Suggested Citation

  • Chung, Minjee & Ko, Eunju & Joung, Heerim & Kim, Sang Jin, 2020. "Chatbot e-service and customer satisfaction regarding luxury brands," Journal of Business Research, Elsevier, vol. 117(C), pages 587-595.
    • Handle: RePEc:eee:jbrese:v:117:y:2020:i:c:p:587-595
    DOI: 10.1016/j.jbusres.2018.10.004
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    References listed on IDEAS

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