Purpose

Drawing on the self-determination theory, the assemblage theory and customer experience literature, this paper aims to develop a framework to understand motivational customer experiences with chatbots.

Design/methodology/approach

This paper uses a multimethod approach to examine the interaction between individuals and airlines’ chatbots. Three components of self-determined interaction with the chatbot (competence, autonomy and relatedness) and five components of the customer–chatbot experience (sensory, intellectual, affective, behavioral and social) are analyzed qualitatively and quantitatively.

Findings

The findings confirm the direct influence of self-determined interaction on customer experience and the direct effects of these two constructs on participants’ attitudes toward and satisfaction with the chatbot. The model also supports the mediating roles of customer experience and attitude toward the chatbot.

Practical implications

This paper offers managers a broad understanding of individuals’ interactions with chatbots through three elements: motivation to use chatbots, experiential responses and individuals’ valuation of whether the interactions have amplified (or limited) the outcomes obtained from the experience.

Originality/value

This paper contributes to the hospitality and tourism literature with a hybrid approach that reflects on current theoretical developments regarding human- and interaction-centric interpretations of customer experience with chatbots.

中文翻译：

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“给我找个航班，奥斯卡！” 聊天机器人的激励客户体验

目的

借鉴自我决定理论、组合理论和客户体验文献，本文旨在开发一个框架来理解聊天机器人的动机客户体验。

设计/方法/方法

本文使用多方法方法来检查个人与航空公司聊天机器人之间的交互。对与聊天机器人的自主交互的三个组成部分（能力、自主性和相关性）和客户-聊天机器人体验的五个组成部分（感官、智力、情感、行为和社交）进行了定性和定量分析。

发现

研究结果证实了自主交互对客户体验的直接影响，以及这两种结构对参与者对聊天机器人的态度和满意度的直接影响。该模型还支持客户体验和对聊天机器人的态度的中介作用。

实际影响

本文通过三个要素为管理者提供了对个人与聊天机器人互动的广泛理解：使用聊天机器人的动机、体验反应以及个人对互动是否放大（或限制）从体验中获得的结果的评估。

原创性/价值

本文采用混合方法为酒店和旅游文献做出贡献，该方法反映了当前有关以人为本和以交互为中心的聊天机器人客户体验解释的理论发展。