Merchandising/Marketing/Retailing: Management

How Personalized Chatbots Win Customer Loyalty

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Abstract

The study applies affordance theory to investigate how perceived personalization influences loyalty through cognitive, affective, and social drivers. Data was collected from 220 participants who watched a video of a chatbot interaction and then assessed their loyalty intentions. While all paths were significant between personalization and consumer’s willingness to stay, the effects of personalization on consumer’s willingness to recommend the retailers to others were slightly different. If companies aim to capitalize on word-of-mouth marketing, it will be better to prioritize cognitive and affective qualities of chatbot over social qualities, because the latter did not contribute significantly to word-of-mouth intentions about the retailer.

Keywords: Affordance theory, chatbot services, customer loyalty, personalization, chatbot service

How to Cite:

Lee, J. & Choi, D., (2025) “How Personalized Chatbots Win Customer Loyalty”, International Textile and Apparel Association Annual Conference Proceedings 81(1). doi: https://doi.org/10.31274/itaa.18521