Chatbots in customer service: Analyzing their impact on consumer Satisfaction and brand loyalty

This study proposes to examine the influence of chatbots in increasing brand loyalty and client satisfaction. Customer service chatbots can help in automating tasks that would be executed through customer service agents. Chatbots properly affect customer satisfaction and brand loyalty by offering reliable, immediate, and accessible support. The researcher has concentrated on conducting primary quantitative and secondary qualitative data analysis methods. In this research, a survey session was conducted by taking 251 participants from the retail, hospitality, and fashion industries. The analysis section highlights that the availability of chatbots 24*7 helps in solving conflicts of clients and provides fast service which enhances customer satisfaction. Moreover, the discussion section showcases that chatbots are considered an effective tool for providing better customer service. In the thematic analysis, three themes have been created to provide better knowledge about the influence of chatbots on brand loyalty and customer satisfaction. The usage of chatbots is emerging in the e-commerce and retail industry and customers have better faith in those brands which utilise chatbots.