The Impact of Artificial Intelligence on Customer Satisfaction Levels in the Mobile Telephony Industry of Zimbabwe

Abstract

The purpose of the chapter was to examine the impact of customer care chatbots on customer satisfaction levels in the mobile telephony industry in Zimbabwe, with a special focus on the company Econet Wireless. This chapter shows the conceptual framework used. An online questionnaire was administered to a sample of 100 Econet Wireless subscribers who were selected using probability stratified random sampling from Zimbabwe’s 10 provinces. The research data were collected and analysed for correlation, and a multiple regression analysis was carried out to identify the relationship between customer satisfaction and the three customer service improvements brought in by the introduction of customer service chatbots. The study discovered that there is a positive relationship between customer satisfaction levels and each of the three customer service improvements brought in by customer service chatbots, namely customer service convenience, speed of response, and omnichannel strategies. This study thereby proves that the introduction of customer service chatbots in the mobile telephony industry in Zimbabwe can lead to an improvement in customer satisfaction levels. However, addressing service quality only as a determinant of customer satisfaction in isolation is not sufficient to fully improve customer satisfaction levels. Therefore, organisations that seek to improve their customer satisfaction should consider strategies that address all determinants of customer satisfaction, namely price, product quality, service quality, situational factors, and personal factors. This study contributes to the body of knowledge, particularly regarding the use of artificial intelligence (AI) for customer service in developing economies.

Citation

Katsamba, N., Kandiero, A. and Chizwina, S. (2024), "The Impact of Artificial Intelligence on Customer Satisfaction Levels in the Mobile Telephony Industry of Zimbabwe", Singh, N., Kansra, P. and Gupta, S.L. (Ed.) Digital Influence on Consumer Habits: Marketing Challenges and Opportunities, Emerald Publishing Limited, Leeds, pp. 37-55. https://doi.org/10.1108/978-1-80455-342-820241003