The Impact of AI Chatbot Features on Customer Satisfaction in the Insurance Industry: Evidence from Parsian Insurance Company, Iran

Purpose: Artificial intelligence (AI) chatbots are increasingly used by insurers to provide fast, low-cost self-service, yet little empirical evidence exists on how specific chatbot features affect customer satisfaction in the Iranian insurance market. This study examines the relationship between five chatbot features (trust, speed and accuracy of response, interaction, personalization, and ease of use) and customer satisfaction at Parsian Insurance Company.Design/methodology: A correlational survey design was used. Over a three-month period, 300 customers of Parsian Insurance Company in Tehran were selected by convenience sampling, of whom 275 returned complete questionnaires. Two researcher-developed instruments were used: a 12-item chatbot-features scale and a 10-item customer-satisfaction scale (five-point Likert; Cronbach’s α = 0.93 and 0.89, respectively). Data were analysed in SPSS 21 using the Kolmogorov–Smirnov test, Pearson correlation and simple linear regression.