From Reliance to Satisfaction: Trust in Chatbots as the Mediating Force in Low-Cost Airline Websites

This research explores the role of trust in mediating the relationship between chatbot reliance and customer satisfaction in low-cost airline websites. The widespread adoption of AI-driven chatbots for customer service necessitates an in-depth understanding of their impact on user experiences. This study integrates the Technology Acceptance Model (TAM) and Trust Theory to examine how perceived usefulness, ease of use, and trust influence users' reliance on chatbots, subsequently affecting customer satisfaction. Using a quantitative approach, data were gathered from 367 respondents in the National Capital Region (NCR) of the Philippines who interacted with chatbots on low-cost airline websites. Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed to analyze the relationships between the constructs. The conceptual framework of this study identifies chatbot reliance as a key determinant of trust, which acts as a mediator for customer satisfaction. Findings reveal significant direct and indirect effects, confirming the critical role of trust in enhancing the customer experience. Specifically, trust in the chatbot's competence, empathy, respect, and security/privacy significantly mediate the relationship between chatbot reliance and customer satisfaction. The results suggest that as customers perceive chatbots as trustworthy and reliable, their satisfaction with the airline's services also improves. This highlights the importance of fostering trust by enhancing chatbot capabilities and making them more empathetic, secure, and competent. These findings provide valuable insights for low-cost carriers to optimize their chatbot services, ultimately boosting customer loyalty, satisfaction, and overall user experience.