คุณภาพแชตบอตอัจฉริยะในการบริการลูกค้าต่อความพึงพอใจและความเชื่อมั่นในแบรนด์ของผู้บริโภค

Phattaraporn  Timdang; Wannarat Sriratna; Nakul  Lekjarijumpon; Suttama Sangwichien

Authors

Phattaraporn Timdang Faculty of Management Science Suan Dusit University
Wannarat Sriratna Faculty of Management Science Suan Dusit University
Nakul Lekjarijumpon Faculty of Management Science Suan Dusit University
Suttama Sangwichien Faculty of Management Science Suan Dusit University

Keywords:

Intelligent Chatbots, Customer Service, Customer Satisfaction, Brand Trust, Affective Computing

Abstract

In the digital era, consumers increasingly expect customer service to be fast, accurate, and available at all times. As a result, many organizations have adopted intelligent chatbots to enhance their customer service operations. This study aims to examine the impact of intelligent chatbot quality on consumer satisfaction and brand trust, with particular emphasis on key chatbot quality dimensions—namely response speed, accuracy, naturalness, problem-solving capability, and affective computing abilities. This research employs a quantitative approach, using a sample of 400 participants who had interacted with a chatbot at least once within the past six months. The sample size was calculated using Cochran’s (1977) formula, and data were analyzed using multiple regression and path analysis.

The findings reveal that:

Chatbot quality significantly influences customer satisfaction (R² = .56, F(5,394) = 100.07, p < .001) and customer satisfaction significantly affects brand trust (β = .62, p < .001). Moreover, affective computing demonstrated a direct effect on brand trust (β = .18, p < .001). The model showed good fit (χ²/df = 1.95, CFI = .96, TLI = .95, RMSEA = .049). The study recommends that businesses develop chatbot systems capable of processing emotional cues and delivering natural interactions to strengthen brand image.

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