The Role of Technical and Process Quality of Chatbots: A Case Study from the Insurance Industry

Artificial intelligence (AI) influences customer service through benefits, such as reliability, availability, and economic efficiency. However, AI applications also involve challenges of user acceptance and quality concerns. To address these challenges, we investigate the factors that impact AI preference and adoption among users of a chatbot in a real customer service scenario. We focus on Emma, a customer service chatbot at a large Finnish insurance company. Our analysis, based on an online survey administered to 225 consumers using the chatbot for their customer service needs, shows that customers are reasonably satisfied with Emma, though they are generally do not prefer AI over a human. Users’ perceived process quality relating to “soft” aspects of interaction is quintessential in strengthening technical quality relating to effectiveness and efficiency of service, both contributing to AI preference. Thus, the chatbot’s problem-solving ability acts as a hygiene factor, which alone cannot ensure adoption. As a pleasing and useful interaction is prerequisite for user experience, organizations should consider both technical and process quality when implementing chatbots in customer service