Find a flight for me, Oscar! Motivational customer experiences with chatbots

Purpose Drawing on the self-determination theory, the assemblage theory and customer experience literature, this paper aims to develop a framework to understand motivational customer experiences with chatbots. Design/methodology/approach This paper uses a multimethod approach to examine the interaction between individuals and airlines' chatbots. Three components of self-determined interaction with the chatbot (competence, autonomy and relatedness) and five components of the customer-chatbot experience (sensory, intellectual, affective, behavioral and social) are analyzed qualitatively and quantitatively. Findings The findings confirm the direct influence of self-determined interaction on customer experience and the direct effects of these two constructs on participants' attitudes toward and satisfaction with the chatbot. The model also supports the mediating roles of customer experience and attitude toward the chatbot. Practical implications This paper offers managers a broad understanding of individuals' interactions with chatbots through three elements: motivation to use chatbots, experiential responses and individuals' valuation of whether the interactions have amplified (or limited) the outcomes obtained from the experience. Originality/value This paper contributes to the hospitality and tourism literature with a hybrid approach that reflects on current theoretical developments regarding human- and interaction-centric interpretations of customer experience with chatbots.

Automated summary

This study aims to develop a framework to understand motivational customer experiences with chatbots, drawing on self-determination theory, assemblage theory, and customer experience literature. It examines the interaction between individuals and airlines' chatbots, analyzing the direct influence of self-determined interaction on customer experience and participants' attitudes and satisfaction with the chatbot. The study also explores the mediating roles of customer experience and attitude toward the chatbot, offering managers insights into individuals' interactions with chatbots.