Factors Influencing the Impact of Chatbots and AI in Service Delivery on Customer Satisfaction in Bangkok, Thailand

Abstract

This study aims to identify the factors influencing the impact of using chatbots and AI in service delivery on customer satisfaction in Bangkok, Thailand. The sample consisted of 407 individuals aged 18 and over who had used restaurant services and experienced chatbot and AI-based service delivery in Bangkok. The majority of respondents were women aged 21-40 years with a bachelor's degree, totaling 195 individuals. Multiple regression analysis revealed that responsiveness expectation had the highest impact on customer satisfaction in Bangkok (B = .859, p < 0.05), followed by perceived ease of use (B = .568, p < 0.05), perceived trust (B = .606, p < 0.05), and perceived usefulness (B = .180, p < 0.05). These findings support the hypothesis that responsiveness expectation, perceived ease of use, perceived trust, and perceived usefulness positively influence customer satisfaction when using chatbots and AI in service delivery within the restaurant industry in Bangkok.