Navigating the Digital Frontier: Exploring the Dynamics of Customer–Brand Relationships Through AI Chatbots
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Issued Date
2025-03-01
Resource Type
eISSN
20711050
Scopus ID
2-s2.0-86000661239
Journal Title
Sustainability (Switzerland)
Volume
17
Issue
5
Rights Holder(s)
SCOPUS
Bibliographic Citation
Sustainability (Switzerland) Vol.17 No.5 (2025)
Suggested Citation
Xia Z., Shannon R. Navigating the Digital Frontier: Exploring the Dynamics of Customer–Brand Relationships Through AI Chatbots. Sustainability (Switzerland) Vol.17 No.5 (2025). doi:10.3390/su17052173 Retrieved from: https://repository.li.mahidol.ac.th/handle/123456789/106751
Title
Navigating the Digital Frontier: Exploring the Dynamics of Customer–Brand Relationships Through AI Chatbots
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Author's Affiliation
Corresponding Author(s)
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Abstract
With the rapid advancement of artificial intelligence (AI), chatbots represent a transformative tool in digital customer engagement, reshaping customer–brand relationships. This paper explores AI chatbots on customer–brand interactions by analyzing key features, such as interaction, perceived enjoyment, customization, and problem-solving. Based on the Technology Acceptance Model (TAM), the research investigates how these attributes influence perceived ease of use, perceived usefulness, customer attitudes, and ultimately, customer–brand relationships. Adopting a mixed-methods approach, this study begins with qualitative interviews to identify key engagement factors, which then inform the design of a structured quantitative survey. The findings reveal that AI chatbot features significantly enhance customer perceptions, with ease of use and usefulness in shaping positive attitudes and strengthening brand connections. The research further underscores the role of AI-driven personalization in delivering sustainable customer engagement by optimizing digital interactions, reducing resource-intensive human support, and promoting long-term brand loyalty. By integrating TAM with customer–brand relationship theories, this study contributes to AI and sustainability research by highlighting how intelligent chatbots can facilitate responsible business practices, enhance operational efficiency, and promote digital sustainability through automation and resource optimization. The findings provide strategic insights for businesses seeking to design AI-driven chatbot systems that improve customer experience and align with sustainable digital transformation efforts.