“Help me Chatbot!”: Customer-Brand Relationship in the Context of Tourism Chatbots

Narjess Aloui, Mohamed Mousa, Walid Chaouali

Producción científica: Capítulo del libro/informe/acta de congresoCapítulorevisión exhaustiva

Resumen

This study aims to investigate brand passion, a core concept in customer-brand relationships, from the perspective of chatbot experiences. In particular, it seeks to explain how perceived risk and trust of chatbots can enhance the customer experience and, consequently, increase brand passion. Data were collected from 253 French students, and the model was tested using SmartPLS. The results indicate that risk has a negative effect on experience, while trust has a positive effect on experience. Furthermore, experience has a positive impact on brand passion. The study provides valuable theoretical and managerial implications.

Idioma originalInglés
Título de la publicación alojadaTourism, Hospitality and Event Management
EditorialSpringer Nature
Páginas87-101
Número de páginas15
DOI
EstadoPublicada - 2024

Serie de la publicación

NombreTourism, Hospitality and Event Management
VolumenPart F3652
ISSN (versión impresa)2510-4993
ISSN (versión digital)2510-5000

Huella

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