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    How chatbot e-services motivate communication credibility and lead to customer satisfaction: The perspective of Thai consumers in the apparel retailing context
    (LLC “Consulting Publishing Company “Business Perspectives”, 2565-07-08) Wutticha Limarunothai; Akawut Jansom; Thaksaorn Srisangkhajorn
    Many apparel retailing brands use e-service marketing tools such as a chatbot (a sys tem that is available 24 hours a day, 7 days a week) to increase their competitive ad vantage in today’s world of digitalization. During the COVID-19 pandemic, chatbots gained more power to serve as a communication tool that provides information and maintains customer experience. Therefore, this study is conducted to investigate the influence of chatbot e-service agents’ marketing efforts (involving interaction, enter tainment, trendiness, and problem-solving) on Thai customers’ perceived communica tion credibility and satisfaction in apparel retailing, as research in this area is limited. In order to test the hypotheses, the paper employed structural equation modeling us ing Amos. In addition, an online survey of 400 Thai consumers who had previously used chatbots in the apparel retailing industry was conducted. The results showed that chatbot e-service marketing efforts, including interaction, trendiness, and problem solving, affected customer satisfaction without entertainment elements. Beyond this, a chatbot, viewing interaction and entertainment, was found to have an insignificant effect on communication credibility. Thus, the coefficient value proved that informa tion regarding communication credibility is more dominant in customer satisfaction. Therefore, the chatbot e-service marketing effort is essential in motivating communica tion credibility in customer satisfaction. These findings delivered managerial implica tions for understanding consumers in the field of digitalization