The Effect of AI Chatbot Perceived Usefulness and Service Convenience on Customer Loyalty with Mediating Role of Customer Experience in Travel Agency Services
Keywords:
Perceived Usefulness, Customer Experience, Service Convenience, Customer Loyalty, Online Travel AgentAbstract
This study aims to analyse the effect of perceived utility and service convenience on customer loyalty through customer experience as a mediating variable in the AI chatbot-based online travel agency services. The study employs quantitative research methods with an explanatory design. The data collection was carried out by distributing online questionnaires to 200 users of online travel agencies in DKI Jakarta who have interacted with AI chatbots in the last 6 months. Data analysis was performed using Partial Least Squares Structural Equation Modelling using SmartPLS 3. The study results provide that perceived utility and service convenience have a positive and significant effect on customer experience and customer loyalty. Customer experience also had a positive influence on customer loyalty and mediates the relationship between perceived utility and service convenience on customer loyalty. This finding confirms that customer loyalty is shaped not just by the functional benefits of chatbots but also by efficient, personal and accessible digital experiences. This study expands the use of the Stimulus-Organism-Response framework in the context of digital AI-based travel services in Indonesia.
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