SỐ 243 | Tháng 6/2026
Chất lượng dịch vụ và sự hài lòng tác động đến ý định tiếp tục sử dụng chatbot tại SIBA
Trần Thị Trang, Lê Thị Bích Diệp, Nguyễn Thị Thanh Thùy
Tóm tắt:
Mục tiêu nghiên cứu: Trong bối cảnh chuyển đổi số và ứng dụng trí tuệ nhân tạo trong chăm sóc khách hàng, nghiên cứu này nhằm kiểm định vai trò trung gian của sự hài lòng (SHL) trong mối quan hệ giữa chất lượng dịch vụ (CLDV) chatbot và ý định tiếp tục sử dụng dịch vụ.
Thiết kế nghiên cứu/Phương pháp/Tiếp cận: Nghiên cứu sử dụng phương pháp định lượng với mẫu khảo sát gồm 289 khách hàng của Công ty Cổ phần Tập đoàn Cơ khí Công nghệ cao SIBA, và dữ liệu được phân tích bằng phần mềm SmartPLS.
Kết quả nghiên cứu chính: Độ tin cậy, sự đảm bảo, tính tương tác và sự đồng cảm của dịch vụ chatbot đều có tác động cùng chiều đến SHL của khách hàng. SHL cũng ảnh hưởng tích cực đến ý định tiếp tục sử dụng dịch vụ và đóng vai trò trung gian trong mối quan hệ giữa CLDV chatbot và hành vi tiếp tục sử dụng.
Giá trị đóng góp mới: Từ kết quả nghiên cứu, các hàm ý quản trị được đề xuất nhằm cải thiện CLDV chatbot, nâng cao mức độ hài lòng và thúc đẩy ý định tiếp tục sử dụng của khách hàng.
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Service Quality and Customer Satisfaction Affecting Chatbot Reuse Intention at SIBA
Abstract:
Purpose: In the context of digital transformation and the application of AI in customer care, this study aims to test the mediating role of customer satisfaction in the relationship between chatbot service quality and the intention to reuse the service.
Design/methodology/approach: A quantitative research approach was employed with a survey sample of 289 customers of SIBA High-tech Mechanical Corporation. The data were analyzed using SmartPLS software.
Findings: Reliability, assurance, interactivity, and empathy of the chatbot service all have positive effects on customer satisfaction. Customer satisfaction also positively influences the intention to reuse the service and serves as a mediating factor between chatbot service quality and reuse behavior.
Originality/value: Based on the research findings, several managerial implications are proposed to improve chatbot service quality, enhance customer satisfaction, and promote customers’ intention to reuse the service.