Customer Experience Unveiled: A Neuroscientific Exploration of AI-powered Chatbots in Online Retail
(R2024-122577)

AUTHORS

Mike Trynczyk, Hochschule Düsseldorf; Ellen Roemer, Hochschule Ruhr West; Carina Eisel-Ende, Hochschule Ruhr West

ABSTRACT

This study examines the impact of AI-powered chatbots on customer experience in online retailing environments. Drawing on neuroscientific methods, including eye-tracking and galvanic skin response (GSR), we assess the dimensions of customer experience alongside self-reported survey measures. Our findings reveal important insights into the influence of chatbots on customer experience, contrasting experiences with and without chatbot intervention. Our approach contributes to a comprehensive understanding of customer experience. Our research underscores the importance of AI-powered chatbots in shaping customer experiences in online retailing.