Onohuean, Ephraim and Nyagadza, Brighton ORCID: https://orcid.org/0000-0001-7226-0635 (2026) Evaluating the impact of AI-Powered chatbots adoption on customer satisfaction and service management: Perspectives from an emerging market multinational retail corporation. Strategic Business Research. p. 100071.

Text AAM Onohuean Nyagadza (2026) AI-Powered chatbots.pdf - Accepted Version Restricted to Repository staff only Download (646kB)

Abstract

The study evaluates how AI-powered chatbots influence customer satisfaction and service management in a selected multinational retail corporation in Nigeria, to respond to the lack of research on chatbot adoption in the emerging markets, where infrastructure and cultural factors still act as barriers. A quantitative research methodology was applied, with the support of an expanded UTAUT model as the theoretical framework. Data was collected using online survey which was analysed using PLS-SEM. Based on the findings, AI-powered chatbots have 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. Effectiveness of AI-powered chatbots is limited due to barriers such as unreliable internet, poor digital literacy, and cultural preference of human interaction. The research contributes to the extension of the UTAUT model by combining trust and technological readiness and provides a country-specific model of AI adoption in emerging markets. Findings contributes to AI-powered chatbots chatbot user experience (UX) design strategy development for multinational retail corporations, such as investing in user training, multilingual interface and integration with apps such as WhatsApp to increase adoption in Nigeria. AI-powered chatbots increase service accessibility and involvement and indicate the issue of digital inclusion, which needs to be supported by policies. They are able to cut operational expenses, freeing up personnel to focus on complex tasks and aid in promoting the digital economy. The current research is one of the most initial empirical investigations of AI-powered chatbots adoption by a multinational retail corporation and fills a critical research gap in the literature on customer service innovation in new markets.

Item Type:	Article
Status:	Published
DOI:	10.1016/j.sbr.2026.100071
School/Department:	London Campus
URI:	https://ray.yorksj.ac.uk/id/eprint/13890

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