What Shapes User Trust in Customer Service AI-Chatbots: Assessing Ethical Considerations through FATAA Principles for Improved Satisfaction and Recommendation Intention

Abstract

AI-Chatbots are used by many companies to provide customer service, which can be effective and economical. Despite its popularity among society, there is a lack of review studies that discover how ethical consideration factors affecting users' trust may be the driving force for credibility. In addition, an increase in trust may also affect customer service (CS) AI-Chatbot's satisfaction and likelihood of recommendation. Our study utilizes the extended Post-Acceptance Model of Information System Continuance and Algorithm Acceptance Model to investigate how FATAA ethical principles (i.e., fairness, accountability, transparency, accuracy, and autonomy) impact user trust when using CS AI-Chatbots and the connection from user trust to user satisfaction and their intention to recommend CS AI-Chatbots to others. This research was conducted using a quantitative method via survey questionnaires with a sample of 461 users. The proposed model was examined and validated by using PLS-SEM for data analysis. The study outcome reveals that ethical guidelines positively influence user trust in CS AI-Chatbots. Also, the results divulge that user trust influences user satisfaction and recommendation intention. By highlighting the ethical principles impacting the use of CS AI-Chatbots, this study offers insights to IT policymakers, the government, and managers and developers of CS AI-Chatbots.