The Impact of Using Chatbots in Improving Customer Service in The E-commerce Industry
##plugins.themes.bootstrap3.article.main##
Abstract
The advancement of digital technology has encouraged e-commerce industry players to adopt artificial intelligence-based innovations, one of which is chatbots, as a strategy to improve the quality of customer service. This study aims to analyze the impact of using chatbots on customer satisfaction, service effectiveness, and user loyalty in the e-commerce sector. The method used is quantitative with a survey approach to 120 respondents who are active users of e-commerce platforms in Indonesia. The results of the study show that the use of chatbots significantly increases the speed of response, 24/7 service availability, and ease of access to information which has a positive impact on customer satisfaction. In addition, chatbots also contribute to increasing operational efficiency and reducing the workload of conventional customer service. However, the limitations of chatbots in handling complex problems are still an obstacle that affects user perceptions of service personalization. These findings provide important implications for e-commerce managers to continue to develop more adaptive, responsive, and humane chatbot features in order to improve the quality of interactions with customers in a sustainable manner.
##plugins.themes.bootstrap3.article.details##
How to Cite
Wakhidatus Solikhah, E., & Ngetich, B. K. (2025). The Impact of Using Chatbots in Improving Customer Service in The E-commerce Industry. ProBisnis : Jurnal Manajemen, 16(5), 962–970. Retrieved from https://ejournal.joninstitute.org/index.php/ProBisnis/article/view/1081
References
Adam, M., Wessel, M., & Benlian, A. (2021). AI-based chatbots in customer service and their effects on user compliance. Electronic Markets, 31(2), 427–445. https://doi.org/10.1007/s12525-020-00414-7
Bakkouri, B. E., Raki, S., & Belgnaoui, T. (2022). The Role of Chatbots in Enhancing Customer Experience: Literature Review. Procedia Computer Science, 203, 432–437. https://doi.org/10.1016/j.procs.2022.07.057
Cordero, J., Barba-Guaman, L., & Guamán, F. (2022). Use of chatbots for customer service in MSMEs. Applied Computing and Informatics. https://doi.org/10.1108/ACI-06-2022-0148
Ernestivita, G., . S., & Laras, T. (2024). Implementation of Chatbot and Auto Promote in Improving Customer Experience on E-Commerce Sites. International Journal of Research and Review, 11(1), 359–364. https://doi.org/10.52403/ijrr.20240140
Farhan, M., Hussain, R. I., Khan, S. N., Tahir, M. S., & Bhatti, H. (2020). The Relationship Among The Corporate Reputation, Customer Satisfaction, Customer Loyalty And Behavioral Intentions. A Study On The Pakistan Textile Industry. International Journal of Disaster Recovery and Business Continuity, 3.
Følstad, A., & Skjuve, M. (2019). Chatbots for customer service: User experience and motivation. Proceedings of the 1st International Conference on Conversational User Interfaces, 1–9. https://doi.org/10.1145/3342775.3342784
Ghozali, I. (2008a). Model persamaan struktural: Konsep dan aplikasi dengan program AMOS 16.0. Badan Penerbit Universitas Diponegoro.
Ghozali, I. (2008b). Structural equation modeling: Metode alternatif dengan partial least square (pls). Badan Penerbit Universitas Diponegoro.
Han, M. C. (2021). The Impact of Anthropomorphism on Consumers’ Purchase Decision in Chatbot Commerce. Journal of Internet Commerce, 20(1), 46–65. https://doi.org/10.1080/15332861.2020.1863022
Haryono, S. (2017). Metode SEM untuk penelitian manajemen dengan AMOS LISREL PLS. Luxima Metro Media, 450.
Kumar, A., & Mishra, S. (2025). Role of AI-Chatbots in enhancing e-commerce accessibility and its impact on customer experience. Asian Journal of Management and Commerce, 6(1), 729–735. https://doi.org/10.22271/27084515.2025.v6.i1h.520
Kurniawan, M. H., Handiyani, H., Nuraini, T., Hariyati, R. T. S., & Sutrisno, S. (2024). A systematic review of artificial intelligence-powered (AI-powered) chatbot intervention for managing chronic illness. Annals of Medicine, 56(1), 2302980. https://doi.org/10.1080/07853890.2024.2302980
Kvale, K., Freddi, E., Hodnebrog, S., Sell, O. A., & Følstad, A. (2021). Understanding the User Experience of Customer Service Chatbots: What Can We Learn from Customer Satisfaction Surveys? In A. Følstad, T. Araujo, S. Papadopoulos, E. L.-C. Law, E. Luger, M. Goodwin, & P. B. Brandtzaeg (Eds.), Chatbot Research and Design (Vol. 12604, pp. 205–218). Springer International Publishing. https://doi.org/10.1007/978-3-030-68288-0_14
Misischia, C. V., Poecze, F., & Strauss, C. (2022). Chatbots in customer service: Their relevance and impact on service quality. Procedia Computer Science, 201, 421–428. https://doi.org/10.1016/j.procs.2022.03.055
Mubasher Rasheed, Iqra Sami, & Aliza Tabassam. (2025). The Impact of AI-Powered Chatbots on Customer Satisfaction and Business Performance in E-Commerce. Social Science Review Archives, 3(1), 2390–2401. https://doi.org/10.70670/sra.v3i1.547
Muri, Y. (2016). Metodologi Penelitian Kualitatif, Kuantitatif dan Penelitian Gabungan. Jakarta: Prenadamedia Group.
Ngai, E. W. T., Lee, M. C. M., Luo, M., Chan, P. S. L., & Liang, T. (2021). An intelligent knowledge-based chatbot for customer service. Electronic Commerce Research and Applications, 50, 101098. https://doi.org/10.1016/j.elerap.2021.101098
Oktavia, T., & Arifin, C. W. (n.d.). REVOLUTIONIZING E-COMMERCE WITH AI CHATBOTS: ENHANCING CUSTOMER SATISFACTION AND PURCHASE DECISIONS IN ONLINE MARKETPLACE. . . Vol., 19.
Schirmer, N., Ringle, C. M., Gudergan, S. P., & Feistel, M. S. G. (2018). The link between customer satisfaction and loyalty: The moderating role of customer characteristics. Journal of Strategic Marketing, 26(4), 298–317. https://doi.org/10.1080/0965254X.2016.1240214
Singh, G., & Singh, J. (2024). Enhancing Customer Experience and Engagement on E-Commerce Platforms Through Ai-Integrated Chatbot Solutions. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.4483813
Solikhah, E. W., Asih, H. M., Astuti, F. H., Ghazali, I., & Mohammad, E. B. (2024). Industry 4.0 Readiness Trends: A Bibliometric and Visualization Analysis. International Journal of Robotics and Control Systems, 4(1), 105–124. https://doi.org/10.31763/ijrcs.v4i1.1247
Solikhah, E. W., Fatmawati, I., Widowati, R., & Suyanto, M. (2023). Factors Influencing Purchase Decisions on Online Sales in Indonesia. In Artificial Intelligence and Transforming Digital Marketing (pp. 329–339). Springer.
Song, S., Wang, C., Chen, H., & Chen, H. (2021). An Emotional Comfort Framework for Improving User Satisfaction in E-Commerce Customer Service Chatbots. Proceedings of the 2021 Conference of the North American Chapter of the Association for Computational Linguistics: Human Language Technologies: Industry Papers, 130–137. https://doi.org/10.18653/v1/2021.naacl-industry.17
Tamara, C. A. J., Tumbuan, W. J. F. A., & Gunawan, E. M. (2023). CHATBOTS IN E-COMMERCE: A STUDY OF GEN Z CUSTOMER EXPERIENCE AND ENGAGEMENT – FRIEND OR FOE? Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 11(3), 161–175. https://doi.org/10.35794/emba.v11i3.49501
Vebrianti, R., Aras, M., Putri, M. S. S., & Swandewi, I. A. (2025). AI Chatbots in E-Commerce: Enhancing Customer Engagement, Satisfaction and Loyalty. PaperASIA, 41(2b), 248–260. https://doi.org/10.59953/paperasia.v41i2b.445
Wibowo, B., Clarissa, H., & Suhartono, D. (2020). The Application of Chatbot for Customer Service in E-Commerce. Engineering, MAthematics and Computer Science (EMACS) Journal, 2(3), 91–95. https://doi.org/10.21512/emacsjournal.v2i3.6531
Yi, Y., & Nataraajan, R. (2018). Customer satisfaction in Asia. Psychology & Marketing, 35(6), 387–391. https://doi.org/10.1002/mar.21093
Bakkouri, B. E., Raki, S., & Belgnaoui, T. (2022). The Role of Chatbots in Enhancing Customer Experience: Literature Review. Procedia Computer Science, 203, 432–437. https://doi.org/10.1016/j.procs.2022.07.057
Cordero, J., Barba-Guaman, L., & Guamán, F. (2022). Use of chatbots for customer service in MSMEs. Applied Computing and Informatics. https://doi.org/10.1108/ACI-06-2022-0148
Ernestivita, G., . S., & Laras, T. (2024). Implementation of Chatbot and Auto Promote in Improving Customer Experience on E-Commerce Sites. International Journal of Research and Review, 11(1), 359–364. https://doi.org/10.52403/ijrr.20240140
Farhan, M., Hussain, R. I., Khan, S. N., Tahir, M. S., & Bhatti, H. (2020). The Relationship Among The Corporate Reputation, Customer Satisfaction, Customer Loyalty And Behavioral Intentions. A Study On The Pakistan Textile Industry. International Journal of Disaster Recovery and Business Continuity, 3.
Følstad, A., & Skjuve, M. (2019). Chatbots for customer service: User experience and motivation. Proceedings of the 1st International Conference on Conversational User Interfaces, 1–9. https://doi.org/10.1145/3342775.3342784
Ghozali, I. (2008a). Model persamaan struktural: Konsep dan aplikasi dengan program AMOS 16.0. Badan Penerbit Universitas Diponegoro.
Ghozali, I. (2008b). Structural equation modeling: Metode alternatif dengan partial least square (pls). Badan Penerbit Universitas Diponegoro.
Han, M. C. (2021). The Impact of Anthropomorphism on Consumers’ Purchase Decision in Chatbot Commerce. Journal of Internet Commerce, 20(1), 46–65. https://doi.org/10.1080/15332861.2020.1863022
Haryono, S. (2017). Metode SEM untuk penelitian manajemen dengan AMOS LISREL PLS. Luxima Metro Media, 450.
Kumar, A., & Mishra, S. (2025). Role of AI-Chatbots in enhancing e-commerce accessibility and its impact on customer experience. Asian Journal of Management and Commerce, 6(1), 729–735. https://doi.org/10.22271/27084515.2025.v6.i1h.520
Kurniawan, M. H., Handiyani, H., Nuraini, T., Hariyati, R. T. S., & Sutrisno, S. (2024). A systematic review of artificial intelligence-powered (AI-powered) chatbot intervention for managing chronic illness. Annals of Medicine, 56(1), 2302980. https://doi.org/10.1080/07853890.2024.2302980
Kvale, K., Freddi, E., Hodnebrog, S., Sell, O. A., & Følstad, A. (2021). Understanding the User Experience of Customer Service Chatbots: What Can We Learn from Customer Satisfaction Surveys? In A. Følstad, T. Araujo, S. Papadopoulos, E. L.-C. Law, E. Luger, M. Goodwin, & P. B. Brandtzaeg (Eds.), Chatbot Research and Design (Vol. 12604, pp. 205–218). Springer International Publishing. https://doi.org/10.1007/978-3-030-68288-0_14
Misischia, C. V., Poecze, F., & Strauss, C. (2022). Chatbots in customer service: Their relevance and impact on service quality. Procedia Computer Science, 201, 421–428. https://doi.org/10.1016/j.procs.2022.03.055
Mubasher Rasheed, Iqra Sami, & Aliza Tabassam. (2025). The Impact of AI-Powered Chatbots on Customer Satisfaction and Business Performance in E-Commerce. Social Science Review Archives, 3(1), 2390–2401. https://doi.org/10.70670/sra.v3i1.547
Muri, Y. (2016). Metodologi Penelitian Kualitatif, Kuantitatif dan Penelitian Gabungan. Jakarta: Prenadamedia Group.
Ngai, E. W. T., Lee, M. C. M., Luo, M., Chan, P. S. L., & Liang, T. (2021). An intelligent knowledge-based chatbot for customer service. Electronic Commerce Research and Applications, 50, 101098. https://doi.org/10.1016/j.elerap.2021.101098
Oktavia, T., & Arifin, C. W. (n.d.). REVOLUTIONIZING E-COMMERCE WITH AI CHATBOTS: ENHANCING CUSTOMER SATISFACTION AND PURCHASE DECISIONS IN ONLINE MARKETPLACE. . . Vol., 19.
Schirmer, N., Ringle, C. M., Gudergan, S. P., & Feistel, M. S. G. (2018). The link between customer satisfaction and loyalty: The moderating role of customer characteristics. Journal of Strategic Marketing, 26(4), 298–317. https://doi.org/10.1080/0965254X.2016.1240214
Singh, G., & Singh, J. (2024). Enhancing Customer Experience and Engagement on E-Commerce Platforms Through Ai-Integrated Chatbot Solutions. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.4483813
Solikhah, E. W., Asih, H. M., Astuti, F. H., Ghazali, I., & Mohammad, E. B. (2024). Industry 4.0 Readiness Trends: A Bibliometric and Visualization Analysis. International Journal of Robotics and Control Systems, 4(1), 105–124. https://doi.org/10.31763/ijrcs.v4i1.1247
Solikhah, E. W., Fatmawati, I., Widowati, R., & Suyanto, M. (2023). Factors Influencing Purchase Decisions on Online Sales in Indonesia. In Artificial Intelligence and Transforming Digital Marketing (pp. 329–339). Springer.
Song, S., Wang, C., Chen, H., & Chen, H. (2021). An Emotional Comfort Framework for Improving User Satisfaction in E-Commerce Customer Service Chatbots. Proceedings of the 2021 Conference of the North American Chapter of the Association for Computational Linguistics: Human Language Technologies: Industry Papers, 130–137. https://doi.org/10.18653/v1/2021.naacl-industry.17
Tamara, C. A. J., Tumbuan, W. J. F. A., & Gunawan, E. M. (2023). CHATBOTS IN E-COMMERCE: A STUDY OF GEN Z CUSTOMER EXPERIENCE AND ENGAGEMENT – FRIEND OR FOE? Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 11(3), 161–175. https://doi.org/10.35794/emba.v11i3.49501
Vebrianti, R., Aras, M., Putri, M. S. S., & Swandewi, I. A. (2025). AI Chatbots in E-Commerce: Enhancing Customer Engagement, Satisfaction and Loyalty. PaperASIA, 41(2b), 248–260. https://doi.org/10.59953/paperasia.v41i2b.445
Wibowo, B., Clarissa, H., & Suhartono, D. (2020). The Application of Chatbot for Customer Service in E-Commerce. Engineering, MAthematics and Computer Science (EMACS) Journal, 2(3), 91–95. https://doi.org/10.21512/emacsjournal.v2i3.6531
Yi, Y., & Nataraajan, R. (2018). Customer satisfaction in Asia. Psychology & Marketing, 35(6), 387–391. https://doi.org/10.1002/mar.21093