Cognitive Chatbot for Personalised Contextual Customer Service: Behind the Scene and beyond the Hype

With the proliferation of the use of chatbots across industries, business-to-business (B2B) businesses have started using cognitive chatbots for improved customer service which signifies our research. By extending the Technology Acceptance Model and Information Systems Success Model, this study examines personalised contextual customer service using cognitive chatbot. A quantitative research method is applied to the primary data collected from 300 respondents of B2B businesses. The study contributes to the limited research on chatbots and suggests improvement in customer service. The findings provide evidence of high value by customers, particularly while checking for real-time information on reliability and accessibility of products/services. The automated answers to repetitive questions on the recurrent issues create a seamless experience for the customers. This research makes significant theoretical contributions by integrating two models into a simplified model in chatbot literature and manifest that trust affects the willingness to use the cognitive chatbot which drives automation.