Total Quality Management (TQM) Theory Approach to Online Customer Experience Using Chatbot to Improve Brand-Relationship Quality

Diani, Rachma
Kurniawati, Kurniawati
Siagian, Yolanda Masnita

EKONOMIS : Journal of Economics and Business
Vol 9, No 2 (2025): September

This study aims to analyze the role of chatbots in e-commerce, with online customer experience as a mediator, and its influence on customer satisfaction and brand relationship quality. The study involved 203 chatbot users as a sample. The results showed that chatbot system quality positively influenced online customer experience. However, there was no positive relationship between online customer experience and customer satisfaction. On the other hand, information quality directly influenced customer satisfaction, while system quality could influence customer satisfaction, with online customer experience acting as a mediator. Finally, customer satisfaction positively influenced brand relationship quality.