Onohuean, Ephraim (2025) Evaluating the Impact of AI-Powered Chatbots on Customer Service Management and Satisfaction in a Multinational Corporation: A Case Study of Nestlé Nigeria. Masters thesis, York St John University.

Preview

Text Evaluating the Impact of AI-Powered Chatbots on Customer Service Management and Satisfaction in a Multinational Corporation A Case Study of Nestlé Nigeria.pdf - Published Version Available under License Creative Commons Attribution. Download (711kB) | Preview

Abstract

Purpose: The study estimates how AI-powered chatbots influence customer service management and satisfaction at Nestle Nigeria, to respond to the lack of research on chatbot adoption in the emerging markets, where infrastructure and cultural factors still act as barriers.
Methodology: The research was conducted using a positivism and deductive research methodology, using an expanded UTAUT model, including trust and technology readiness. Data was collected using online survey which was analysed with PLS- SEM.
Results: Based on the findings, chatbots provided a significant impact on response time, information accuracy, and efficiency. The results led to positive effects on customer satisfaction, with trust and perceived service quality mediating adoption. Yet the effectiveness was limited by such barriers as unreliable internet, poor digital literacy, and cultural preference of human interaction.
Theoretical Implications: The research contributes to the UTAUT model by combining trust and technological readiness and provides a country-specific model of AI adoption in a developing economy.
Practical Implications: The findings lay strategies to multinational corporations, such as investing in user training, multilingual interface and integration with apps such as WhatsApp to increase adoption in Nigeria.
Social Implications: AI chat bots increase service accessibility and involvement and indicate the issue of digital inclusion, which needs to be supported by policies.
Economic Implications: Chatbots will cut operational expenses, free up personnel to focus on complex tasks and aid in promoting the digital economy in Nigeria.
Originality/Novelty: The current research is one of the most initial empirical investigations of AI chatbot adoption by a multinational in Nigeria and fills a critical research gap in the literature on customer service innovation in new markets.

Item Type:	Thesis (Masters)
Status:	Unpublished
School/Department:	London Campus
URI:	https://ray.yorksj.ac.uk/id/eprint/13831

University Staff: Request a correction | RaY Editors: Update this record