Impact of AI Chatbots on Customer Engagement: An Investigating in The Role of Customer Trust in Online Services of Telecom Egypt Context | ||||
| مجلة الدراسات المالية والتجارية | ||||
| Volume 34, Issue 3, December 2024, Page 1-42 PDF (1008.85 K) | ||||
| Document Type: المقالة الأصلية | ||||
| DOI: 10.21608/mosj.2024.315723.1241 | ||||
 View on SCiNiTO | ||||
| Authors | ||||
أحمد فاروق  1; ندى شعبان2
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| 1جامعة بنى سويف کلية التجارة | ||||
| 2كلية التجارة جامعة بنى سويف | ||||
| Abstract | ||||
| The current research examined the influence of AI chatbots (Perceived ease of use - Perceived usefulness) on customer engagement (Vigor – Absorption – Dedication), through customer trust, with the application on online services of Telecom Egypt. The objective of this research is to determine the effect of the relationship between AI chatbots as independent variable and customer trust as mediator variable and customer engagement as a dependent variable. The results of the statistical analysis showed a set of results, the most important of which is that there is a direct positive effect of AI chatbots(Perceived ease of use - Perceived usefulness) on customer trust, and that there is a direct positive effect of customer trust on customer engagement (Vigor – Absorption – Dedication), and AI chatbots (Perceived ease of use - Perceived usefulness) has a direct and indirect positive effect on customer engagement and customer trust mediates this relationship in online services of Telecom Egypt. | ||||
| Keywords | ||||
| AI chatbots-; Customer Trust; -Customer Engagement; -Digital Customer | ||||
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