The Mediating Role of Parasocial Relationship in Customer Services Chatbots Among Millennials and Gen Z Population

Abstract

In the fast-evolving landscape of human–computer interaction (HCI), customer service chatbots have emerged as a new way for engaging with users. However, a critical challenge lies in ensuring continued usage of these chatbot’s services. This study argues that by tapping into the emotional dimension of chatbot–user interactions, Parasocial Relationships (PSRs) can influence customers’ continuance intention (CI) to use chatbot services. The findings from PLS-SEM shed light on the significance of Information Quality and System Quality in fostering PSRs. The study further identifies PSR as a significant mediator between Service Quality and Continuous intention to use. This research primarily examines Millennials and Gen Z. Future studies may explore consumers of different age groups. The implications of this research are crucial for advancing the field of chatbot–human interaction. Organizations can benefit from these insights by prioritizing personalized and empathetic service experiences to nurture stronger PSRs and promote user satisfaction, trust, and intention to continue using chatbot services.

Keywords:

• Chatbots
• parasocial relationship
• human-chatbot interaction
• pls-sem

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Notes on contributors

J. B. Ramya

J. B. Ramya is a research scholar in Marketing Area at VIT Business School. She is currently pursuing doctoral research in Technology mediated services.

Sivakumar Alur

Sivakumar Alur is a professor in Marketing at VIT Business School Vellore, India. He has more than 25 years of experience in business school teaching, research, consulting, and executive education. He did his postdoctoral research at Technology University Delft, The Netherlands. He has published research papers and cases in Marketing.