Can AI chatbots humanize omnichannel service experiences? Examining the role of chatbot interactions in shaping brand experience and engagement

Department of Management Studies, School of Management, Pondicherry University, Pondicherry, India.

Abstract

Artificial intelligence (AI) chatbots are increasingly deployed across multiple digital touchpoints as part of omni-channel service strategies. While previous studies have largely focused on chatbot adoption and technology acceptance, limited research has examined how chatbot interaction quality contributes to integrated omni-channel service experiences and downstream brand outcomes. This study investigates the influence of AI chatbot interaction quality on perceived omni-channel service experience, brand trust, and customer brand engagement in a service context. The pilot survey was conducted among 92 consumers who had interacted with the chatbot services of HDFC Bank across multiple digital platforms including website, mobile banking applications, and messaging services. Data were analysed with PLS-SEM. The measurement model demonstrated satisfactory reliability and validity (Cronbach’s α > 0.80; AVE > 0.50). Structural model results indicate that chatbot interaction quality significantly influences omni-channel service experience (β = 0.55, p < .001). Omni-channel service experience positively affects brand trust (β = 0.58, p < .001), which in turn strongly predicts customer brand engagement (β = 0.63, p < .001). The findings indicated that AI chatbots can enhance the perceived coherence of service interactions across channels and foster stronger brand relationships. The study contributes to emerging research on AI-enabled service ecosystems and offers practical insights for service brands deploying chatbots as strategic omni-channel tools.