Abstract:
The advent of the fourth industrial revolution has increased the application of artificial intelligence in various marketing
related activities. Organisations are increasingly using artificial intelligence through virtual agents to aid and facilitate
interactions with consumers. Clearly, virtual agents need to be capable of fulfilling customer needs. However, it raises
the question of whether they should be cold and unfeeling or should imitate the most innate human qualities. This
research therefore set out to examine what impact humanness, perceived agency, trust, and emotionality have on
customer satisfaction in interactions with virtual agents, or, more specifically, AI chatbots. A quantitative research
design was employed in the study. Data were collected by using a survey questionnaire and a total of 207 respondents
were obtained. Data were analysed using IBM SPSS 28, where a linear regression was performed. The results indicate
that humanness and perceived agency were significant predictors of customer satisfaction. On the other hand,
emotionality and trust were not significant predictors. The results of this research have theoretical and practical
implications for both practitioners and researchers.
