“How mAy I help you today?” The use of AI chatbots in small family businesses and the moderating role of customer affective commitment

In a digitally empowered business world, a growing number of family businesses are leveraging the use of chatbots in an attempt to improve customer experience. This research investigates the antecedents of chatbots successful use in small family businesses. Subsequently, the authors determine the effect of two distinctive sets of human-machine communication factors, namely functional and metaphysical, on customer experience. The latter is then is then assessed with respect to its effect on customer satisfaction. Whilst a form of intimate attachment is widely observed between customers and small businesses, affective commitment is prevalent in customers’ attitudes and could be conflicting with the distant and impersonal nature of chatbot services. Hence, the moderating role of customers’ affective commitment on the relationship between customer experience and customer satisfaction is also tested. Data were collected from 408 respondents and the results offer an explicit course of action for family businesses to effectively embed chatbot services in their communication with their customers. The authors provide practical and theoretical implications that stipulate the dimensions of chatbots effective use in the context of small sized family businesses