Chatbot e-service and customer satisfaction regarding luxury brands

Minjee Chung, Eunju Ko, Heerim Joung, Sang Jin Kim

Research output: Contribution to journalArticlepeer-review

329 Citations (Scopus)


This study was undertaken to analyze whether luxury fashion retail brands can adhere to their core essence of providing personalized care through e-services rather than through traditional face-to-face interactions, particularly through Chatbot, an emerging digital tool offering convenient, personal, and unique customer assistance. The authors use customer data to test a five-dimension model measuring Chatbot for customer perceptions of interaction, entertainment, trendiness, customization, and problem-solving. The study reveals that Chatbot e-service provides interactive and engaging brand/customer service encounters. Marketers and managers in the luxury context can adopt the instrument to measure whether e-service agents provide desired outcomes and to determine whether they should adopt Chatbot virtual assistance.

Original languageEnglish
Pages (from-to)587-595
Number of pages9
JournalJournal of Business Research
Publication statusPublished - 2020 Sept

Bibliographical note

Funding Information:
This work was supported by the National Research Foundation of Korea Grant funded by the Korean Government (MOE) ( NRF-2017S1A2A2041810 ).

Publisher Copyright:
© 2018 Elsevier Inc.

All Science Journal Classification (ASJC) codes

  • Marketing


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