The effect of chatbot usability on customer loyalty

In today's world, with the development of technology businesses are increasingly adopting to artificial intelligence (AI) technologies to enhance customer services and improve customer experience. Within the framework of these technological changes chatbot, a software application designed to simulate human conversation through text or voice interactions, have emerged as a prominent tool for engaging with customers in a different sector. However, chatbot applications used by organizations that want to maximize customer satisfaction by improving customer experience can cause customer dissatisfaction by causing disappointment and dissatisfaction depending on the usability performance of the chatbots. When evaluated the chatbot usability in the context of creating loyalty, which is important for institutions in today's competitive environment, this study researched the effects of chatbot usability which includes perceived accessibility to chatbot functions, perceived quality of chatbot functions, perceived quality of conversation and information, and perceived privacy and security dimensions on brand loyalty. In the study, the data was collected through a survey on 434 people who were reached through convenience sampling, and correlation and regression analyses were used to reveal the effect of chatbot usability on brand loyalty. This research offers valuable insights for businesses aiming to improve customer interactions through effective chatbot implementation.