مجلة اقتصاديات الاعمال والتجارة
Volume 11, Numéro 1, Pages 321-340
2026-03-31
From Interaction To Satisfaction : The Role Of Ai-powered Chatbots In Enhancing Customer Experience In E-commerce Sector.
Authors : Rebbouh Manel .
Abstract
This study examines the impact of AI-powered chatbots on customer experience in the Algerian e-commerce sector. It explores how key chatbot dimensions—ease of use, real-time responsiveness, emotional intelligence, and customer trust—enhance customer satisfaction and engagement. A quantitative approach was applied using a structured questionnaire distributed to 164 online shoppers (Respondents), and data were analyzed with SPSS v25. Findings indicate that all chatbot dimensions positively influence customer experience, with emotional intelligence and trust emerging as the strongest predictors. The study highlights the strategic role of AI chatbots in improving service quality and building long-term customer relationships. It also provides managerial implications and recommendations for future research on cross-sector and longitudinal applications.
Keywords
AI-powered chatbots ; customer experience (CX) ; e-commerce ; trust ; emotional intelligence
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