1School of Commerce Finance and Accountancy, CHRIST University, Bangalore, India
2School of Business and Management, CHRIST University, Bangalore, India
This study investigates the role of customers in Indian Banks and their interaction with Chatbot services in a technology-driven environment. Focusing on 586 Chatbot users, the research examines the impact of Chatbot Service Quality (CSQ) on Customer Loyalty (CL) and explores the moderating role of Customer Value (CV), with Customer Satisfaction (CSAT) as a mediating factor.
Utilizing apurposive sampling method, data was collected from students, business owners, and working professionals in Indian Banks. Structural equation modelling with SPSS AMOS was employed for data analysis.
The study finds a positive impact of Chatbot Service Quality on Customer Loyalty. Additionally, it identifies that Customer Value moderates the association between Chatbot Service Quality and Customer Loyalty, with Customer Satisfaction playing a significant mediating role.
This study contributes original insights by relying on real-world data from Chatbot users. The proposed framework serves as a practical tool for banks, offering valuable guidance for future research in the evolving landscape of technology-driven banking.
Customer Loyalty, Customer Value, Service Quality, Chabot, Banking, Customer Satisfaction
