The Impact of AI Chatbots, Service Personalization, and Response Speed on Customer Satisfaction in E-Commerce in Indonesia
DOI:
https://doi.org/10.58812/wsis.v3i12.2497Keywords:
AI Chatbots, Service Personalization, Response Speed, Customer Satisfaction, E-CommerceAbstract
This study investigates the impact of AI chatbots, service personalization, and response speed on customer satisfaction in the e-commerce sector in Indonesia. As e-commerce platforms continue to grow, customer satisfaction has become a critical factor in maintaining competitiveness. A quantitative approach was employed, utilizing a structured questionnaire to gather data from 175 respondents. The data were analyzed using multiple regression analysis through SPSS version 25. The results indicated that AI chatbots, service personalization, and response speed all have a significant positive impact on customer satisfaction, with response speed having the strongest influence. These findings suggest that optimizing AI chatbot functionalities, enhancing personalized experiences, and improving response speed are essential strategies for e-commerce businesses aiming to enhance customer satisfaction. This study provides valuable insights for e-commerce practitioners in Indonesia and contributes to the literature on customer service in digital platforms.
References
[1] N. Samala, B. S. Katkam, R. S. Bellamkonda, and R. V. Rodriguez, “Impact of AI and robotics in the tourism sector: a critical insight,” J. Tour. Futur., vol. 8, no. 1, pp. 73–87, 2022, doi: 10.1108/JTF-07-2019-0065.
[2] M. Adam, M. Wessel, and A. Benlian, “AI-based chatbots in customer service and their effects on user compliance,” Electron. Mark., vol. 31, no. 2, pp. 427–445, 2021.
[3] D. Astria and M. Santi, “Pemanfaatan Aplikasi Whatsapp Bisnis Dalam Strategi Pemasaran Online Untuk Meningkatkan Jumlah Penjualan,” … Ekon. Syari’ah &Bisnis Islam …, 2021.
[4] K. S. Kyaw, P. Tepsongkroh, C. Thongkamkaew, and F. Sasha, “Business Intelligent Framework Using Sentiment Analysis for Smart Digital Marketing in the E-Commerce Era,” Asia Soc. Issues, vol. 16, no. 3, pp. e252965–e252965, 2023.
[5] Y. Li and Y. Wang, “Influence and strategy of 5G technology on E-commerce marketing and operation mode,” … Cogn. based Inf. Process. …, 2022, doi: 10.1007/978-981-16-5854-9_85.
[6] Apprilisda Ranica Putri, Devi Maria Saadah, Iis Nurkamillah, Silven Yonathan, Sucya Sri Yuliana, and Ricky Firmansyah, “Peran E-commerce Sebagai Media Komunikasi Bisnis Dalam Peningkatan Penjualan UMKM Salaut Di Universitas Teknologi Digital,” J. Kaji. dan Penelit. Umum, vol. 1, no. 3 SE-Articles, pp. 1–16, May 2023, doi: 10.47861/jkpu-nalanda.v1i3.181.
[7] Q. Yang, “Research on e-commerce customer satisfaction evaluation method based on pso-lstm and text mining,” 3c Empres. Investig. y Pensam. crítico, vol. 12, no. 1, pp. 51–66, 2023.
[8] R. Ramdani and S. Saad, “Service Quality and Customer Satisfaction on E-commerce Platform Towards Apparel Products in Indonesia,” J. Inf. Syst. Technol. Manag., vol. 8, no. 31, pp. 20–34, 2023.
[9] V. Kumar, V. Kumar, S. Singh, N. Singh, and M. Banoth, “The Impact of User Experience Design on Customer Satisfaction in E-commerce Websites,” Int. J. Res. Appl. Sci. Eng. Technol., vol. 11, pp. 4571–4575, May 2023, doi: 10.22214/ijraset.2023.52580.
[10] C. P. Nursalim, T. Tannia, and A. Robert, “Service Quality And Perceived Value Toward Customer Satisfaction In E-Commerce Delivery: The Role Of Trust,” Int. J. Appl. Bus. Int. Manag., vol. 10, no. 1, pp. 136–153, 2025, doi: 10.32535/ijabim.v10i1.3741.
[11] A. J. Wójcik-Czerniawska, “The Role of Artificial Intelligence in Modern Finance and Sustainable Marketing,” in Handbook of Research on Achieving Sustainable Development Goals With Sustainable Marketing, IGI Global, 2023, pp. 355–371.
[12] H. Wang, B. Kang, L. Peng, and Y. Shi, “Analysis and Research on the Marketing Strategy of Agricultural Products Based on Artificial Intelligence,” Math. Probl. Eng., vol. 2022, 2022.
[13] P. Sahu and P. Mandal, “Unleashing the Power of Customer Personalization in the Digital Age With Artificial Intelligence,” in Improving Service Quality and Customer Engagement With Marketing Intelligence, IGI Global, 2024, pp. 97–113.
[14] E. M. Olson, K. M. Olson, A. J. Czaplewski, and T. M. Key, “Business strategy and the management of digital marketing,” Bus. Horiz., 2021.
[15] Y. Gao and H. Liu, “Artificial intelligence-enabled personalization in interactive marketing: a customer journey perspective,” J. Res. Interact. Mark., vol. 17, no. 5, pp. 663–680, 2023.
[16] G. Priyanga, “The Effects of Artificial Intelligence on Digital Marketing.,” ShodhKosh J. Vis. Perform. Arts, vol. 4, pp. 158–167, 2023.
[17] A. Haleem, M. Javaid, M. A. Qadri, R. P. Singh, and R. Suman, “Artificial intelligence (AI) applications for marketing: A literature-based study,” Int. J. Intell. Networks, vol. 3, pp. 119–132, 2022.
[18] D. Chong and H. Ali, “LITERATURE REVIEW: COMPETITIVE STRATEGY, COMPETITIVE ADVANTAGES, AND MARKETING PERFORMANCE ON E-COMMERCE SHOPEE INDONESIA,” Dinasti Int. J. Digit. Bus. Manag., vol. 3, no. 2, pp. 299–309, 2022.
[19] S. Mujiatun, B. Trianto, E. F. Cahyono, and Rahmayati, “The Impact of Marketing Communication and Islamic Financial Literacy on Islamic Financial Inclusion and MSMEs Performance: Evidence from Halal Tourism in Indonesia,” Sustainability, vol. 15, no. 13, p. 9868, 2023.
[20] R. Bhinekawati, “ALKO Cooperatives’ Social Initiatives: Empowering Coffee Farmers to Preserve Kerinci Seblat National Park, Indonesia,” in Sustainability and Social Marketing Issues in Asia, Emerald Publishing Limited, 2023, pp. 183–206.
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Rini Hadiyati, Feba Dinova Dex Tovtora S
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Facebook 
Instagram 
Twitter 
Youtube 
westscience.journals@gmail.com