{"id":"https://openalex.org/W7130558200","doi":"https://doi.org/10.1002/cpe.70630","title":"Enhancing Customer Experience Through <scp>AI</scp> \u2010Powered Marketing: How <scp>AI</scp> \u2010Driven Chatbots Impact User Engagement, Satisfaction and Purchase Retention?","display_name":"Enhancing Customer Experience Through <scp>AI</scp> \u2010Powered Marketing: How <scp>AI</scp> \u2010Driven Chatbots Impact User Engagement, Satisfaction and Purchase Retention?","publication_year":2026,"publication_date":"2026-02-19","ids":{"openalex":"https://openalex.org/W7130558200","doi":"https://doi.org/10.1002/cpe.70630"},"language":"en","primary_location":{"id":"doi:10.1002/cpe.70630","is_oa":false,"landing_page_url":"https://doi.org/10.1002/cpe.70630","pdf_url":null,"source":{"id":"https://openalex.org/S11065456","display_name":"Concurrency and Computation Practice and Experience","issn_l":"1532-0626","issn":["1532-0626","1532-0634"],"is_oa":false,"is_in_doaj":false,"is_core":true,"host_organization":"https://openalex.org/P4310320595","host_organization_name":"Wiley","host_organization_lineage":["https://openalex.org/P4310320595"],"host_organization_lineage_names":["Wiley"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Concurrency and Computation: Practice and Experience","raw_type":"journal-article"},"type":"article","indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5126441278","display_name":"Ly Nguyen","orcid":null},"institutions":[{"id":"https://openalex.org/I123565023","display_name":"Vietnam National University Ho Chi Minh City","ror":"https://ror.org/00waaqh38","country_code":"VN","type":"education","lineage":["https://openalex.org/I123565023"]},{"id":"https://openalex.org/I177233841","display_name":"Vietnam National University, Hanoi","ror":"https://ror.org/02jmfj006","country_code":"VN","type":"education","lineage":["https://openalex.org/I177233841"]}],"countries":["VN"],"is_corresponding":false,"raw_author_name":"Ly Nguyen","raw_affiliation_strings":["International School, Vietnam National University  Ha Noi Vietnam"],"raw_orcid":"https://orcid.org/0000-0002-6129-1556","affiliations":[{"raw_affiliation_string":"International School, Vietnam National University  Ha Noi Vietnam","institution_ids":["https://openalex.org/I123565023","https://openalex.org/I177233841"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5126427587","display_name":"Cuong Nguyen","orcid":null},"institutions":[{"id":"https://openalex.org/I202539009","display_name":"Industrial University of Ho Chi Minh City","ror":"https://ror.org/03mj71j26","country_code":"VN","type":"education","lineage":["https://openalex.org/I202539009"]}],"countries":["VN"],"is_corresponding":true,"raw_author_name":"Cuong Nguyen","raw_affiliation_strings":["Faculty of Commerce and Tourism Industrial University of Ho Chi Minh City  Ho Chi Minh City Vietnam"],"raw_orcid":"https://orcid.org/0000-0001-7842-0564","affiliations":[{"raw_affiliation_string":"Faculty of Commerce and Tourism Industrial University of Ho Chi Minh City  Ho Chi Minh City Vietnam","institution_ids":["https://openalex.org/I202539009"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5126382476","display_name":"Quynh Do","orcid":null},"institutions":[{"id":"https://openalex.org/I123565023","display_name":"Vietnam National University Ho Chi Minh City","ror":"https://ror.org/00waaqh38","country_code":"VN","type":"education","lineage":["https://openalex.org/I123565023"]},{"id":"https://openalex.org/I177233841","display_name":"Vietnam National University, Hanoi","ror":"https://ror.org/02jmfj006","country_code":"VN","type":"education","lineage":["https://openalex.org/I177233841"]}],"countries":["VN"],"is_corresponding":false,"raw_author_name":"Quynh Do","raw_affiliation_strings":["International School, Vietnam National University  Ha Noi Vietnam"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"International School, Vietnam National University  Ha Noi Vietnam","institution_ids":["https://openalex.org/I123565023","https://openalex.org/I177233841"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5126366963","display_name":"Kien Dam","orcid":null},"institutions":[{"id":"https://openalex.org/I123565023","display_name":"Vietnam National University Ho Chi Minh City","ror":"https://ror.org/00waaqh38","country_code":"VN","type":"education","lineage":["https://openalex.org/I123565023"]},{"id":"https://openalex.org/I177233841","display_name":"Vietnam National University, Hanoi","ror":"https://ror.org/02jmfj006","country_code":"VN","type":"education","lineage":["https://openalex.org/I177233841"]}],"countries":["VN"],"is_corresponding":false,"raw_author_name":"Kien Dam","raw_affiliation_strings":["International School, Vietnam National University  Ha Noi Vietnam"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"International School, Vietnam National University  Ha Noi Vietnam","institution_ids":["https://openalex.org/I123565023","https://openalex.org/I177233841"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":3,"corresponding_author_ids":["https://openalex.org/A5126427587"],"corresponding_institution_ids":["https://openalex.org/I202539009"],"apc_list":{"value":4740,"currency":"USD","value_usd":4740},"apc_paid":null,"fwci":0.0,"has_fulltext":false,"cited_by_count":0,"citation_normalized_percentile":{"value":0.20383036,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":null,"biblio":{"volume":"38","issue":"5","first_page":null,"last_page":null},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T12128","display_name":"AI in Service Interactions","score":0.9401999711990356,"subfield":{"id":"https://openalex.org/subfields/1702","display_name":"Artificial Intelligence"},"field":{"id":"https://openalex.org/fields/17","display_name":"Computer Science"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}},"topics":[{"id":"https://openalex.org/T12128","display_name":"AI in Service Interactions","score":0.9401999711990356,"subfield":{"id":"https://openalex.org/subfields/1702","display_name":"Artificial Intelligence"},"field":{"id":"https://openalex.org/fields/17","display_name":"Computer Science"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}},{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.008200000040233135,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T11995","display_name":"FinTech, Crowdfunding, Digital Finance","score":0.0052999998442828655,"subfield":{"id":"https://openalex.org/subfields/1404","display_name":"Management Information Systems"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/chatbot","display_name":"Chatbot","score":0.8892999887466431},{"id":"https://openalex.org/keywords/customer-engagement","display_name":"Customer engagement","score":0.6363999843597412},{"id":"https://openalex.org/keywords/customer-satisfaction","display_name":"Customer satisfaction","score":0.5968000292778015},{"id":"https://openalex.org/keywords/customer-experience","display_name":"Customer experience","score":0.5874000191688538},{"id":"https://openalex.org/keywords/structural-equation-modeling","display_name":"Structural equation modeling","score":0.5748000144958496},{"id":"https://openalex.org/keywords/vietnamese","display_name":"Vietnamese","score":0.541100025177002},{"id":"https://openalex.org/keywords/user-engagement","display_name":"User engagement","score":0.4749999940395355},{"id":"https://openalex.org/keywords/user-experience-design","display_name":"User experience design","score":0.38600000739097595}],"concepts":[{"id":"https://openalex.org/C2779041454","wikidata":"https://www.wikidata.org/wiki/Q870780","display_name":"Chatbot","level":2,"score":0.8892999887466431},{"id":"https://openalex.org/C2776915394","wikidata":"https://www.wikidata.org/wiki/Q5196451","display_name":"Customer engagement","level":3,"score":0.6363999843597412},{"id":"https://openalex.org/C191511416","wikidata":"https://www.wikidata.org/wiki/Q999278","display_name":"Customer satisfaction","level":2,"score":0.5968000292778015},{"id":"https://openalex.org/C2985250679","wikidata":"https://www.wikidata.org/wiki/Q984142","display_name":"Customer experience","level":2,"score":0.5874000191688538},{"id":"https://openalex.org/C71104824","wikidata":"https://www.wikidata.org/wiki/Q1476639","display_name":"Structural equation modeling","level":2,"score":0.5748000144958496},{"id":"https://openalex.org/C103621254","wikidata":"https://www.wikidata.org/wiki/Q9199","display_name":"Vietnamese","level":2,"score":0.541100025177002},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.4799000024795532},{"id":"https://openalex.org/C2984870255","wikidata":"https://www.wikidata.org/wiki/Q5196451","display_name":"User engagement","level":2,"score":0.4749999940395355},{"id":"https://openalex.org/C201025465","wikidata":"https://www.wikidata.org/wiki/Q11248500","display_name":"User experience design","level":2,"score":0.38600000739097595},{"id":"https://openalex.org/C3017893058","wikidata":"https://www.wikidata.org/wiki/Q999278","display_name":"User satisfaction","level":2,"score":0.32280001044273376},{"id":"https://openalex.org/C13606891","wikidata":"https://www.wikidata.org/wiki/Q2623243","display_name":"Conceptual model","level":2,"score":0.31869998574256897},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.31029999256134033},{"id":"https://openalex.org/C98825075","wikidata":"https://www.wikidata.org/wiki/Q485643","display_name":"Customer relationship management","level":2,"score":0.3077000081539154},{"id":"https://openalex.org/C108827166","wikidata":"https://www.wikidata.org/wiki/Q175975","display_name":"Internet privacy","level":1,"score":0.30250000953674316},{"id":"https://openalex.org/C131158328","wikidata":"https://www.wikidata.org/wiki/Q1307337","display_name":"Social influence","level":2,"score":0.28369998931884766},{"id":"https://openalex.org/C518677369","wikidata":"https://www.wikidata.org/wiki/Q202833","display_name":"Social media","level":2,"score":0.27459999918937683},{"id":"https://openalex.org/C163355716","wikidata":"https://www.wikidata.org/wiki/Q2154783","display_name":"Risk perception","level":3,"score":0.27309998869895935},{"id":"https://openalex.org/C23213687","wikidata":"https://www.wikidata.org/wiki/Q301468","display_name":"Consumer behaviour","level":2,"score":0.26919999718666077},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.2669999897480011},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.26339998841285706},{"id":"https://openalex.org/C2780081655","wikidata":"https://www.wikidata.org/wiki/Q763365","display_name":"Continuance","level":2,"score":0.2526000142097473}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.1002/cpe.70630","is_oa":false,"landing_page_url":"https://doi.org/10.1002/cpe.70630","pdf_url":null,"source":{"id":"https://openalex.org/S11065456","display_name":"Concurrency and Computation Practice and Experience","issn_l":"1532-0626","issn":["1532-0626","1532-0634"],"is_oa":false,"is_in_doaj":false,"is_core":true,"host_organization":"https://openalex.org/P4310320595","host_organization_name":"Wiley","host_organization_lineage":["https://openalex.org/P4310320595"],"host_organization_lineage_names":["Wiley"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Concurrency and Computation: Practice and Experience","raw_type":"journal-article"}],"best_oa_location":null,"sustainable_development_goals":[],"awards":[],"funders":[],"has_content":{"pdf":false,"grobid_xml":false},"content_urls":null,"referenced_works_count":29,"referenced_works":["https://openalex.org/W1987258130","https://openalex.org/W2001829221","https://openalex.org/W2020266303","https://openalex.org/W2039808961","https://openalex.org/W2059918681","https://openalex.org/W2074640431","https://openalex.org/W2100767128","https://openalex.org/W2119681300","https://openalex.org/W2132652356","https://openalex.org/W2159516798","https://openalex.org/W2163241745","https://openalex.org/W2516396761","https://openalex.org/W2752969566","https://openalex.org/W2766505384","https://openalex.org/W2795037203","https://openalex.org/W2883650922","https://openalex.org/W2900107703","https://openalex.org/W2964309167","https://openalex.org/W2968572135","https://openalex.org/W2970416896","https://openalex.org/W2973537858","https://openalex.org/W2991493714","https://openalex.org/W3110457034","https://openalex.org/W3124507438","https://openalex.org/W3184870479","https://openalex.org/W4238483310","https://openalex.org/W4240915221","https://openalex.org/W4242935565","https://openalex.org/W4297025722"],"related_works":[],"abstract_inverted_index":{"ABSTRACT":[0],"AI\u2010powered":[1],"chatbots":[2],"are":[3],"becoming":[4],"central":[5],"to":[6,110,130],"customer":[7,49,111],"experience":[8,63],"strategies":[9],"in":[10,46],"digital":[11],"marketing.":[12],"This":[13],"study":[14],"examines":[15,36],"the":[16,134],"impact":[17,41],"of":[18,21],"various":[19],"types":[20],"user":[22,29],"gratifications:":[23],"utilitarian,":[24],"hedonic,":[25],"technological,":[26],"and":[27,43,51,86,94,128,136,139],"social\u2014on":[28],"engagement":[30,42,106],"with":[31,61,73],"chatbot":[32,126],"services.":[33],"Additionally,":[34],"it":[35],"how":[37,44],"perceived":[38],"privacy":[39],"risks":[40],"engagement,":[45,91],"turn,":[47],"influences":[48],"satisfaction":[50,112],"retention.":[52,118],"A":[53],"survey":[54],"was":[55],"conducted":[56],"among":[57],"179":[58],"Vietnamese":[59],"participants":[60],"prior":[62],"using":[64,70],"chatbots.":[65],"The":[66,81],"data":[67],"were":[68],"analyzed":[69],"SmartPLS":[71],"4":[72],"Partial":[74],"Least":[75],"Squares":[76],"Structural":[77],"Equation":[78],"Modeling":[79],"(PLS\u2010SEM).":[80],"results":[82],"indicate":[83],"that":[84],"utilitarian":[85],"technological":[87],"gratifications":[88,96],"significantly":[89],"enhance":[90],"while":[92],"hedonic":[93],"social":[95],"show":[97],"weaker":[98],"effects.":[99],"Privacy":[100],"risk":[101],"negatively":[102],"impacts":[103],"engagement.":[104],"Furthermore,":[105],"is":[107],"positively":[108],"linked":[109],"but":[113],"does":[114],"not":[115],"directly":[116],"predict":[117],"These":[119],"findings":[120],"offer":[121],"practical":[122],"implications":[123],"for":[124],"improving":[125],"implementation":[127],"contribute":[129],"theory":[131],"by":[132],"integrating":[133],"Uses":[135],"Gratifications":[137],"(U&amp;G)":[138],"Perceived":[140],"Risk":[141],"(TPR)":[142],"frameworks":[143],"into":[144],"AI\u2010driven":[145],"marketing":[146],"research.":[147]},"counts_by_year":[],"updated_date":"2026-07-22T07:51:19.307946","created_date":"2026-02-20T00:00:00"}
