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This study examined how the service quality of AI-powered chatbots influences electronic word-of-mouth (e-WoM) through electronic trust (e-Trust) among customers in Ghana. The study used cross-sectional survey design with a sample of 574 to collect data from respondents across four cities in retail sector in Ghana: Accra, Kumasi, Takoradi and Tamale from consumers who had interacted with AI-powered chatbots on e-commerce or service platforms. The results show that assurance, empathy, and reliability positively affect e-Trust, while responsiveness negatively impacts e-WoM. Chatbot delays or inefficiencies may erode customer trust. With e-Trust, tangible contributed little to e-WoM, highlighting the different importance of service quality dimensions at different stages of customer interactions. Moreover, e-Trust mediates AI-SERVQUAL dimensions and e-WoM, proving its importance in turning service quality into customer advocacy.

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The Interplay Amongst AI Chatbot Service Quality, e-Trust, and e-WoM in Retail Sector

  • 会议论文

  • 发表日期：

    2026年

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  • Esther Asiedu,
  • Ebenezer Malcalm,
  • Mohammed Majeed

摘要

This study examined how the service quality of AI-powered chatbots influences electronic word-of-mouth (e-WoM) through electronic trust (e-Trust) among customers in Ghana. The study used cross-sectional survey design with a sample of 574 to collect data from respondents across four cities in retail sector in Ghana: Accra, Kumasi, Takoradi and Tamale from consumers who had interacted with AI-powered chatbots on e-commerce or service platforms. The results show that assurance, empathy, and reliability positively affect e-Trust, while responsiveness negatively impacts e-WoM. Chatbot delays or inefficiencies may erode customer trust. With e-Trust, tangible contributed little to e-WoM, highlighting the different importance of service quality dimensions at different stages of customer interactions. Moreover, e-Trust mediates AI-SERVQUAL dimensions and e-WoM, proving its importance in turning service quality into customer advocacy.