The Impact of Chatbots on Customer Loyalty: A Systematic Literature Review

Liss Jenneboer*, Carolina Herrando, Efthymios Constantinides

*Corresponding author for this work

Research output: Contribution to journalReview articleAcademicpeer-review

13 Citations (Scopus)
57 Downloads (Pure)


More and more companies have implemented chatbots on their websites to provide support to their visitors on a 24/7 basis. The new customer wants to spend less and less time and therefore expects to reach a company anytime and anywhere, regardless of time, location, and channel. This study provides insight into the influence of chatbots on customer loyalty. System quality, service quality, and information quality are crucial dimensions that a chatbot must meet to give a good customer experience. To make a chatbot more personal, companies can alter the language style. Human-like chatbots lead to greater satisfaction and trust among customers, leading to greater adoption of the chatbot. The results of this study showed that a connection between chatbots and customer loyalty is very likely. Besides, some customers suffer from the privacy paradox because of personalization. Implications of this study are discussed.

Original languageEnglish
Pages (from-to)212-229
Number of pages18
JournalJournal of theoretical and applied electronic commerce research
Issue number1
Publication statusPublished - 21 Jan 2022


  • Chatbots
  • Commitment
  • Customer experience
  • Digital marketing
  • Information quality
  • Loyalty
  • Privacy
  • Satisfaction
  • Service quality
  • Trust
  • UT-Gold-D


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