Beyond first impressions: how chatbot familiarity reshapes Gen Z's evolving customer experience?

Purpose Drawing on the technology acceptance model (TAM), this article aims to examine the effect of familiarity with telecommunication chatbot on initial trust and customer experience among Gen Z. Design/methodology/approach The study is based on online survey using a snowball sampling technique. Data were collected from 315 Tunisian students. A PLS analysis was performed to validate the conceptual model. Findings The main results reveal that familiarity with telecommunication chatbot significantly affects perceived ease of use and customer experience, but has no significant effect on either perceived usefulness or initial trust. Moreover, the results indicate that chatbot initial trust is influenced by both perceived usefulness and perceived ease of use, and in turn, it affects the customer experience. Practical implications This study can help telecommunication operators in emerging markets to provide an engaging customer experience based on frequent, seamless and enjoyable interactions with AI chatbots among Gen Z. Originality/value While prior research assessed the investigated variables in separate models, the current study suggests an integrated framework that combines the two core factors of the TAM – perceived usefulness and perceived ease of use – along with familiarity, initial trust and customer experience. This study explores the overlooked relationship between prior user experience (familiarity) and trust in shaping the actual user experience.