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All Journal Jurnal EDUCATIO: Jurnal Pendidikan Indonesia Jurnal Ilmiah Edunomika (JIE) Jurnal Informasi dan Teknologi International Journal of Business, Law, and Education Indo-Fintech Intellectuals: Journal of Economics and Business West Science Interdisciplinary Studies Journal of Business Management and Economic Development West Science Interdisciplinary Studies West Science Social and Humanities Studies TechTalent & Business Review
Putra, Johni Eka
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Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Neuroscience Public Health Social Sciences Other

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Journal : West Science Social and Humanities Studies

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The Effect of Utilizing AI Chatbot and Recommendation System on Customer Satisfaction and Retention in Local Marketplace in Bandung Putra, Johni Eka; Prabowo, Bagus
West Science Social and Humanities Studies Vol. 3 No. 01 (2025): West Science Social and Humanities Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsshs.v3i01.1651

Abstract

This study investigates the impact of utilizing AI chatbot technology and recommendation systems on customer satisfaction and retention in a local marketplace in Bandung. A quantitative research design was employed, collecting data from 200 respondents using a structured questionnaire with a 5-point Likert scale. Data were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS 3) to evaluate the relationships between variables. The findings reveal that both AI chatbots and recommendation systems significantly enhance customer satisfaction, with recommendation systems having a stronger influence. Customer satisfaction mediates the relationship between these technologies and customer retention, highlighting its critical role in fostering loyalty. The study provides actionable insights for local marketplaces to leverage AI tools, adapt to customer needs, and gain a competitive advantage. Future research should explore additional factors influencing retention and examine AI adoption in diverse market contexts.
Co-Authors - Afrizal Ade Sobandi, Ade Aisah Aisah Anggi Oktaviani ARIWIBOWO, PRASETIO Asnawati Asnawati Brumadyadisty, Garry ENI ENDARYATI Eva Desembrianita FITRIYASARI, MALIATUL Hanasi, Raihan A. Hapsari Widayani Haruni Ode Judijanto, Loso Kalalo, Rieneke Ryke Kamaruddin, Muhammad Junaid Maharani, Dewi Misidawati, Dwi Novaria Muhammad Aqshel Revinzky Prabowo, Bagus Purnamasari, Etika Riri Cornelia Shany, Wildan Krisnarwanto Waranu Sufa, Siska Armawati Supriandi Supriandi, Supriandi Susie Perbawasari Tahalele, Olivia Timotius, Elkana Umi Rahmawati Utami, Eva Yuniarti Utomo, Bekti Violita, Chynthia Eka Wenats, AG Eka Yuliastuti, Hilda ZA, Saida Zainurossalamia