The Rise of the Phygital Citizens

This research aims to develop and test a conceptual model to examine customer citizenship behaviour towards generative AI-enabled chatbots. This study also examines the crucial role of customer-generative AI experiences in enhancing trust. This study also examines the moderating role of customer fatigue. The study utilized a self-administered questionnaire distributed on Prolific Academic to gather data from 282 eligible participants worldwide. The findings reveal that data capture experience and anthropomorphic experience are positively associated with trust. Moreover, the findings show that trust is significantly associated with customer citizenship behaviour. Also, customer fatigue was found to be a significant moderator. This study enriches the generative AI and phygital consumer literature. Further, this study contributes to the customer experience literature as this study investigates how user citizenship intentions towards generative AI-enabled chatbots are influenced by their customer experiences.