Using SOR theory to examine the impact of AI Chatbot quality on Gen Z’s satisfaction and advocacy within the fast-food sector

Abstract

Purpose This study aims to provide empirical evidence to verify the dimensional structure of artificial intelligence (AI) Chatbot quality and examine the impact of these dimensions on consumer satisfaction and brand advocacy among Gen Z in the fast food industry in Egypt. Design/methodology/approach The empirical data was obtained with an electronic self-administered survey instrument from 397 young consumers who had prior experience using AI Chatbots across multiple fast food brands in Egypt. Structural equation modeling was used to analyze the formulated hypotheses. Findings The results showed that AI Chatbot quality dimensions, specifically information authenticity and system compliance, significantly enhance young consumers’ satisfaction. In addition, information authenticity of AI Chatbot quality was observed to wield a significant influence on young consumers’ advocacy. In contrast, an insignificant relationship was noticed between satisfaction and advocacy. Moreover, the mediating role of consumer satisfaction was not established. Practical implications Given that Gen Z is more technology savvy and computer literate, marketers and practitioners of fast food brands should invest in AI tools to respond to young consumers’ expectations and improve their perception of their services. Originality/value This study uses stimulus-organism-response theory to understand the mediating effect of young consumers’ satisfaction in the relationship between AI Chatbot quality and consumer brand advocacy within the fast food industry. Also, it introduced two novel main constructs of AI Chatbot quality, namely, information authenticity and system compliance.