| Abstract [eng] |
Relevance of the topic. Artificial intelligence (AI) solutions are increasingly applied in business processes, particularly in customer service, marketing, and sales. According to recent data, the adoption of AI technologies in organizations has risen from 33% to 65% within a single year (McKinsey & Company, 2024). Among the most widely used AI technologies in the service sector are chatbots, which ensure fast, reliable, and personalized user experiences. Chatbots contribute to service optimization and provide users with greater control over service interactions (Wen, 2022). However, there is a lack of empirical research in Lithuania examining the impact of these technologies on customer empowerment and satisfaction, particularly considering the distinct characteristics of users from different generational cohorts (Generations Z, Y, and X). Object of the project – the relationship between chatbot usability, customer empowerment, and satisfaction in the context of different user generations. The aim of the project – to theoretically and empirically substantiate the relationship between chatbot usability, customer empowerment, and satisfaction, taking into account generational differences. Main results of the project. To achieve the project’s objective, five research tasks were formulated, and the results confirmed the appropriateness of the selected theoretical framework. Literature analysis identified key usability factors influencing customer satisfaction in chatbot interactions and substantiated customer empowerment as a mediating variable between usability and satisfaction. A conceptual model was developed in which chatbot usability affects both empowerment and satisfaction, with empowerment acting as a mediator. Generational affiliation was also included as a moderating variable. The model was empirically tested using data from 434 respondents representing Generations Z, Y, and X. Factor analysis showed that respondents perceived chatbot usability as a homogeneous rather than multidimensional construct. Reliability analysis confirmed strong internal consistency of the instruments, while correlation and regression results supported the model: usability significantly influenced empowerment, which in turn affected satisfaction. Findings revealed that empowerment partially mediates the relationship between usability and satisfaction. Generational analysis showed that Generation Z respondents demonstrated the strongest link between usability and empowerment, Generation Y stood out with a notable link between empowerment and satisfaction, while for Generation X the overall value of service satisfaction was most important. The results indicate that generational affiliation influences perceptions of chatbot based services. |
