Customer experience and chatbots disruption: current landscape and research needs

Customer experience (CX) has become a key differentiating factor for companies. In the context of the constant evolution of artificial intelligence, CX is undergoing accelerated transformation. In particular, the rise of chatbots adds complexity for firms in understanding CX. Despite the potential of chatbots to provide efficiency for companies and customers, some customers remain skeptical about interactions with chatbots. This underscores an urgent need to understand how chatbots can shape CX. To address this challenge, we conduct a systematic literature review to identify articles that empirically measure CX in the context of chatbots and mapping the current landscape. This is combined with an antecedents, decisions, outcomes framework and a theory, context, methodology model. Our findings identify seven key gaps through the combined use of both methodologies, from which we derive research questions that shape a comprehensive agenda for future studies. Finally, we detail the theoretical and practical implications associated with each of the seven identified gaps.