Millennials’ experiences and satisfaction with chatbots: a study of self-service technology in emerging markets

Purpose The study aims to explore the influence of selected precursors to self-service technology customer experience (when using chatbots) and the role of trustworthiness, control and self-service technology customer experience on self-service technology satisfaction. Design/methodology/approach The study applied an explanatory research design and data collection was secured through self-administered questionnaires from millennials who engaged with a chatbot over six months. A total of 359 responses were used for data analysis. The measurement and structural models were assessed using structural equation modelling. Findings Perceived usefulness, perceived playfulness and perceived ease of use significantly and positively influence chatbot self-service technology experience. Moreover, trustworthiness, chatbot self-service technology experience and control significantly and positively influence self-service technology satisfaction. Research limitations/implications The tested model validates the hypothesised relationships between perceived usefulness, perceived playfulness, perceived ease of use, self-service technology experience, trustworthiness, control and chatbot self-service technology satisfaction. As such, chatbot users’ self-service technology experiences are directly linked to their three precursors and postcedent, self-service technology satisfaction. Conclusively, self-service technology satisfaction is directly guided by users’ trustworthiness and control when engaging with chatbots. Practical implications The study’s results can assist businesses to better understand the drivers of millennials’ self-service technology experiences with chatbots. Furthermore, it can guide these businesses on the critical importance of trustworthiness, self-service technology experience and control as drivers of self-service technology satisfaction. Originality/value Limited studies have examined how millennials’ self-service technology experiences relate to selected precursors and postcedents in emerging African markets.