What is Generative Adversarial Neural Network (GAN): A

In the context of management and marketing strategies, one of the applications where chatbots offer important advantages is in customer service tasks. This chapter postulates a structural model to examine the factors that influence consumer adoption and behavior with chatbots, incorporating brand trust as the central element of the model. Using a sample of 374 participants, the author evaluates the model using structural equation modeling and partial least squares analysis (PLS-SEM). Hypothesis testing shows that the comprehensiveness (β=0.271; p-value <.05) and up-to-dateness (β=0.319 / p-value <.05) of the information provided by the chatbot affects the company's brand trust, which in turn affects the satisfaction (β=0.307 / p-value <.01) and usage intention (β=0.299 / p-value <.01) of these technologies. The author concludes that proper brand management is critical not only for the adoption and use of chatbots, but also for their success as a customer service tool.