Millennials’ experiences and satisfaction with chatbots: a study of self-service technology in emerging markets

Purpose: The study aims to explore the influence of selected precursors to self-service technology customer experience (when using chatbots) and the role of trustworthiness, control and self-service technology customer experience on self-service technology satisfaction. Design/methodology/approach: The study applied an explanatory research design and data collection was secured through self-administered questionnaires from millennials who engaged with a chatbot over six months. A total of 359 responses were used for data analysis. The measurement and structural models were assessed using structural equation modelling. Findings: Perceived usefulness, perceived playfulness and perceived ease of use significantly and positively influence chatbot self-service technology experience. Moreover, trustworthiness, chatbot self-service technology experience and control significantly and positively influence self-service technology satisfaction. Research limitations/implications: The tested model validates the hypothesised relationships between perceived usefulness, perceived playfulness, perceived ease of use, self-service technology experience, trustworthiness, control and chatbot self-service technology satisfaction. As such, chatbot users’ self-service technology experiences are directly linked to their three precursors and postcedent, self-service technology satisfaction. Conclusively, self-service technology satisfaction is directly guided by users’ trustworthiness and control when engaging with chatbots. Practical implications: The study’s results can assist businesses to better understand the drivers of millennials’ self-service technology experiences with chatbots. Furthermore, it can guide these businesses on the critical importance of trustworthiness, self-service technology experience and control as drivers of self-service technology satisfaction. Originality/value: Limited studies have examined how millennials’ self-service technology experiences relate to selected precursors and postcedents in emerging African markets.