article · Young Consumers Insight and Ideas for Responsible Marketers
This research assesses how the quality of artificial intelligence chatbots influences satisfaction and brand advocacy among Generation Z consumers in Egypt's fast-food industry. Drawing on the stimulus-organism-response framework, the study analysed survey responses from 397 young customers with experience using chatbots across various fast-food brands. The findings reveal that chatbot quality dimensions, particularly system compliance and information authenticity, significantly increase customer satisfaction. Furthermore, information authenticity directly drives young consumers to advocate for the brand. However, customer satisfaction does not significantly lead to brand advocacy, nor does it act as a mediator between chatbot quality and advocacy. The results suggest that fast-food brands aiming to engage tech-savvy youth must prioritise authentic, accurate information and compliant systems in their automated customer service tools.
As businesses deploy automated artificial intelligence chatbots to handle customer interactions, understanding youth expectations becomes vital. This work demonstrates that young consumers value authentic information and reliable system compliance above all else. For service providers, merely achieving customer satisfaction is not enough to generate active brand promotion, highlighting the need to focus on genuine, trustworthy digital communication.
Fast-food marketers and customer service practitioners can apply these findings to guide investment and software design for conversational AI tools. Because the research evaluates real-world user experiences across active fast-food brands in Egypt, the insights are applied and tested, offering immediate guidance for enterprise chatbot developers seeking to increase brand advocacy among tech-savvy Generation Z consumers.
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Purpose This study aims to provide empirical evidence to verify the dimensional structure of artificial intelligence (AI) Chatbot quality and examine the impact of these dimensions on consumer satisfaction and brand advocacy among Gen Z in the fast food industry in Egypt. Design/methodology/approach The empirical data was obtained with an electronic self-administered survey instrument from 397 young consumers who had prior experience using AI Chatbots across multiple fast food brands in Egypt. Structural equation modeling was used to analyze the formulated hypotheses. Findings The results showed that AI Chatbot quality dimensions, specifically information authenticity and system compliance, significantly enhance young consumers’ satisfaction. In addition, information authenticity of AI Chatbot quality was observed to wield a significant influence on young consumers’ advocacy. In contrast, an insignificant relationship was noticed between satisfaction and advocacy. Moreover, the mediating role of consumer satisfaction was not established. Practical implications Given that Gen Z is more technology savvy and computer literate, marketers and practitioners of fast food brands should invest in AI tools to respond to young consumers’ expectations and improve their perception of their services. Originality/value This study uses stimulus-organism-response theory to understand the mediating effect of young consumers’ satisfaction in the relationship between AI Chatbot quality and consumer brand advocacy within the fast food industry. Also, it introduced two novel main constructs of AI Chatbot quality, namely, information authenticity and system compliance.
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DOI: 10.1108/yc-08-2024-2199
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