Lova Rajaobelina

The purpose of this research is to synthesize by means of a meta-analysis knowledge acquired to date on the impact of live chat service quality on customer behavioral intentions and relationship quality. An analysis of twenty-nine topical studies demonstrates that live chat capability unquestionably contributes to the formation of customer behavioral intentions, while enhancing customer relationship quality. The study also identifies those variables which exert a moderating effect on behavioral intentions and relationship quality (e.g., age, culture, product typology), and therefore sheds light on the conditions in which these services generate the most benefits. Based on the findings of the meta-analysis, the authors point to gaps in the literature, propose a varied choice of topics for future research by academics, and suggest an extensive lineup of tools and advice for managers.

Purpose: This study aims to examine the antecedents of privacy concerns in the era of artificial intelligence. Specifically, it focuses on the impact of various factors related to interactions with a chatbot (creepiness and perceived risk) and individual traits (familiarity with chatbots and need for privacy) in relation to privacy when interacting with a chatbot in the context of financial services. The moderating effect of gender on these relationships was also examined. Design/methodology/approach: A total of 430 Canadians responded to an online questionnaire after interacting with a chatbot in the context of a simulated auto insurance quote. A structural equation model was used to test the hypotheses. Findings: The results showed that privacy concerns are influenced primarily by creepiness, followed by perceived risk and the need for privacy. The last two relationships are moderated by gender. Conversely, familiarity with chatbots does not affect privacy concerns in this context. Originality/value: This study is the first to consider the influence of creepiness as an antecedent of privacy concerns arising from interactions with AI tools and highlight its key impacts. It also shows how gender moderates specific relationships in this context.

Le recours aux assistants virtuels (AV) pour les services aux consommateurs ne cesse de croître, et l’industrie touristique ne fait pas exception à ce phénomène. Réalisée auprès de personnes de 45 ans et moins, cette étude montre l’importance de l’utilité et du plaisir perçus d’un chatbot touristique pour accroître l’ intention d’adoption. Pour sa part, la facilité d’utilisation perçue n’a pas d’effet. Cette recherche confirme le rôle modérateur de l’expérience antérieure avec un AV alors que l’effet du plaisir perçu sur l’intention d’adoption est plus élevé pour les consommateurs ne les ayant jamais utilisés. Diverses recommandations managériales sont avancées pour optimiser la conception et le succès d’implémentation des chatbots, et leur permettre de prendre ainsi la place qui leur revient parmi les outils numériques assistant les touristes.

Consumers sometimes describe their experience of interacting with artificial intelligence‐based human‐like chatbots as creepy. This study investigates the antecedents of creepiness (i.e., the chatbot's usability, privacy concerns, and user variables such as technology anxiety and the need for human interaction) and its impact on consumer loyalty. Grounded in the technology paradox, it deepens the understanding of creepiness in light of the theoretical underpinnings of the privacy paradox and privacy cynicism. Presented with the task of obtaining a car insurance quote, 430 consumers participated in a simulation involving interaction with a chatbot, followed by a questionnaire. The findings show that creepiness decreases loyalty and indirectly impacts it through trust and negative emotions. While usability reduces perceptions of creepiness, privacy concerns raised by the interaction with the chatbot increase creepiness, which is positively associated with consumer traits (i.e., technology anxiety and need for human interaction). The main contribution of the research lies in its focus on creepiness, a concept under‐researched in the marketing literature, and which can be seen from the perspective of a coping mechanism for consumers’ privacy concerns. This paper provides practical implications to orient managers in the design and implementation of chatbots, as a promising touch point to build customer loyalty.

Purpose: This study seeks to examine the impact of mobile service experience on trust of elderly consumers in their financial institution and assess whether age (55–64 years vs 65+ years) exerts a moderating influence. Design/methodology/approach: A self-administered questionnaire was completed online by 390 panelists (aged 55 years or more) who use their mobile devices to conduct banking activities. A multigroup analysis was conducted to assess the moderating role of age. Findings: Results confirm the presence of links between four out of five dimensions of the mobile banking service experience (cognitive, positive affective/sensory, negative affective and social) and trust. Findings further point to age-specific variation in the impact of mobile service experience dimensions on trust, thus supporting the notion that the elderly represents a clientele with different experiential needs. More specifically, whereas the social dimension has a greater influence on trust in individuals 65 years of age and over (seniors), the positive affective/sensory dimension exerts a deeper marked impact on trust in individuals 55–64 years of age (pre-retirees). Research limitations/implications: Although generations and chronological age are powerful segmentation variables, it might be interesting to consider perceived age. Redoing the study in a post-COVID context would also be an interesting avenue of research. Practical implications: The ageing market is important for banks. This study highlights, in an m-banking context, which dimension of experience to focus on in order to improve trust in banks for pre-retirees (emotional/sensory dimension) and seniors (social dimension). Originality/value: This study is the first to consider mobile service experience of elderly individuals as well as the impact of each of the experience dimensions on an important relational variable, namely trust. By considering the age of individuals as a moderating variable, this study also provides an in-depth examination of age-related links and presents a number of relevant recommendations for financial institutions.