Assessing Chatbot Service Quality in E-Commerce Using the SERVQUAL Framework
Joey Loke Yin Yee (a) - Mehran Doulatabadi1 (a)*- Azizah Yusof (b)- Hajime Ushimaru (c)

(a) Universiti Teknikal Malaysia Melaka, Malaysia
(b) INTI International University, Malaysia
(c) Meiji University, Japan
*mehran[at]utem.edu.my

Abstract

The rapid growth of e-commerce has intensified competition among online retailers, making service quality a critical differentiator. Chatbots have emerged as a promising technology to enhance customer service and improve the online shopping experience. This study investigates the factors influencing chatbot service quality in e-commerce by adapting the SERVQUAL model. Specifically, it examines chatbot service quality perceptions among Generation Z consumers in Malaysia. A quantitative research methodology will be employed, using a survey instrument designed to measure the dimensions of tangibility, reliability, responsiveness, assurance, empathy, and perceived ease of use in the context of chatbot interactions. The survey will be distributed to a representative sample of Generation Z e-commerce users in Malaysia, determined using the Morgan sampling table.

The collected data will be analyzed using descriptive statistics and inferential techniques, including reliability, validity, and normality tests, as well as Spearman^s correlation coefficient, to identify significant factors influencing chatbot service quality. In addition, Random Forest analysis will be applied to rank the service quality dimensions based on their relative importance. All analyses will be conducted using Minitab Statistical Software 22.

The findings of this study are expected to provide valuable insights for e-commerce businesses seeking to optimize their chatbot implementations and improve customer satisfaction. By identifying the critical factors driving chatbot service quality perceptions, companies can prioritize resources more effectively and deliver superior online shopping experiences tailored to the preferences of tech-savvy Generation Z consumers.

Keywords: Service Quality, SERVQUAL Model, TAM Model, E-commerce, Chatbot

Topic: Innovative Education in the Digital Era