The Impact of Chatbots on Customer Satisfaction in Online Shopping

Online shopping has changed as a result of our increased reliance on digital technologies, and chatbots are now a crucial conduit between customers and e-commerce platforms. This study looks into how customer satisfaction with online shopping is affected by chatbot features, particularly those related to personalisation, response time, information quality, and ease of use. It also looks at how perceived usefulness functions as a mediator in these connections. In order to evaluate direct and indirect effects, data gathered from online shoppers via a structured questionnaire was analysed statistically. According to the results, each of the four chatbot attributes has a major impact on customer satisfaction, both directly and indirectly through perceived utility. The study emphasises how crucial it is to optimise chatbot features in order to improve customer satisfaction and experience in digital retail settings. E-commerce platforms looking to improve their customer engagement tactics through intelligent automation will find value in the study's implications.