TẠP CHÍ KHOA HỌC YERSIN
YERSIN JOURNAL OF SCIENCE
ISSN: 2525 - 2372
TẠP CHÍ KHOA HỌC YERSIN
YERSIN JOURNAL OF SCIENCE
Trí tuệ nhân tạo ngày càng đóng vai trò then chốt trong việc cá nhân hóa hành trình trải nghiệm khách hàng, từ việc đề xuất sản phẩm phù hợp, cải thiện giao diện người dùng đến nâng cao hiệu quả hoạt động của chatbot. Chính vì vậy, nghiên cứu này tập trung vào việc xác định ảnh hưởng của một số yếu tố trí tuệ cảm xúc (cá nhân hóa trải nghiệm, chatbot AI, chất lượng dịch vụ, nhận thức tính hữu ích và nhận thức dễ sử dụng) đến sự hài lòng và lòng trung thành của khách hàng tại các sàn thương mại điện tử ở thành phố Hồ Chí Minh. Nghiên cứu dựa trên dữ liệu khảo sát 344 người tiêu dùng được thu thập qua Google Forms với phương pháp chọn mẫu thuận tiện, sau đó phân tích bằng PLS-SEM. Kết quả cho thấy các yếu tố trên của trí tuệ cảm xúc có ảnh hưởng đáng kể và tích cực đến sự hài lòng khách hàng, đồng thời sự hài lòng cũng góp phần củng cố lòng trung thành của họ.
Artificial intelligence is increasingly playing a key role in personalizing the customer experience journey, from recommending suitable products to improving user interfaces to enhancing chatbot performance. Therefore, this study focuses on determining the impact of several emotional intelligence factors (experience personalization, AI chatbot, service quality, perceived usefulness and perceived ease of use) on customer satisfaction and loyalty at e-commerce platforms in Ho Chi Minh City. The study is based on survey data from 344 consumers collected via Google Forms with a convenience sampling method, then analyzed using PLS-SEM. The results showed that the above factors of emotional intelligence have a significant and positive influence on customer satisfaction, and satisfaction also contributes to strengthening their loyalty.
Trí tuệ nhân tạo, lòng trung thành khách hàng, sự hài lòng khách hàng, thương mại điện tử, thành phố Hồ Chí Minh
Artificial intelligence, customer loyalty, customer satisfaction, e-commerce, Ho Chi Minh city
Abu-Alhaija, A. S., Yusof, R. N. R., Hashim, H., & Jaharuddin, N. S. (2018). Customer loyalty: Antecedents, approaches and influences of culture and religion. Journal of Islamic Management Studies, 2(1), 62–78.
Afrina, M., Kawadha, N., Gumay, P., Ariani, A., & Febriady, M. (2025). The Effect of Chatbot Usage on Customer Satisfaction: A Quantitative Study of Shopee, Tokopedia, and Lazada Using SmartPLS. Jurnal SISFOKOM (Sistem Informasi Dan Komputer), 14(2019), 114–122. https://doi.org/10.32736/sisfokom.v14i1.2380
Alghiffari, A. P., & Matusin, I. O. (2023). Antecedents of Customer Loyalty on AI Chatbot Users in Banking Applications. Jurnal Pendidikan Tambusai, 7(2), 18915–18927. https://doi.org/10.31004/jptam.v7i2.9380
Alsadoun, A. A., & Alnasser, A. N. (2025). Role of artificial intelligence chatbot marketing in enhancing customer satisfaction and loyalty in digital shopping experiences. International Journal of Innovative Research and Scientific Studies, 8(1), 1902–1909. https://doi.org/10.53894/ijirss.v8i1.4826
Ashfaq, M., Yun, J., Yu, S., & Loureiro, S. M. C. (2020). I, Chatbot: Modeling the determinants of users’ satisfaction and continuance intention of AI-powered service agents. Telematics and Informatics, 54, 101473. https://doi.org/10.1016/j.tele.2020.101473
Balli, A. (2024). The Effect of Product Personalization on Consumer Purchasing Intention, Customer Satisfaction, Brand Loyalty and Artificial Intelligence Applications with Machine Learning. Fiscaoeconomia, 8(3), 1240–1263. https://doi.org/10.25295/fsecon.1449755
Bảo Phương. (2024). Thương mại điện tử TP.HCM tăng trưởng vượt bậc 52%. Retrieved December 12, 2024, from https://plo.vn/thuong-mai-dien-tu-tphcm-tang-truong-vuot-bac-52-post824620.html
Cheng, Y., & Jiang, H. (2020). How Do AI-driven Chatbots Impact User Experience? Examining Gratifications, Perceived Privacy Risk, Satisfaction, Loyalty, and Continued Use. Journal of Broadcasting and Electronic Media, 64(4), 592–614. https://doi.org/10.1080/08838151.2020.1834296
Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, 13(3), 319–340. https://doi.org/10.5962/bhl.title.33621
Dwivedi, Y. K., Hughes, L., Ismagilova, E., Aarts, G., Coombs, C., Crick, T., … Williams, M. D. (2021). Artificial Intelligence (AI): Multidisciplinary perspectives on emerging challenges, opportunities, and agenda for research, practice and policy. International Journal of Information Management, 57, 101994. https://doi.org/10.1016/j.ijinfomgt.2019.08.002
El-Shihy, D., Abdelraouf, M., Hegazy, M., & Hassan, N. (2024). The Influence of AI Chatbots in Fintech Services on Customer Loyalty within the Banking Industry. Future of Business Administration, 3(1), 16–28. https://doi.org/10.33422/fba.v3i1.644
Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39–50. https://doi.org/https://doi.org/10.2307/3151312
Garcia-Rivadulla, S. (2016). Personalization vs. privacy: An inevitable trade-off? IFLA Journal, 42(3), 227–238. https://doi.org/10.1177/0340035216662890
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (3rd ed.). Los Angeles, CA: SAGE Publications, Inc.
Hapsariningsih, D., & Fitri, R. (2023). The Influence of Perceived usefulness on Customer loyalty Gen Z mediated by Customer Satisfaction on Fitur Shopee Food. Proceedings of the BISTIC Business Innovation Sustainability and Technology International Conference, (Bistic), 14–21. https://doi.org/10.2991/978-94-6463-302-3_3
Haristiani, N. (2019). Artificial Intelligence (AI) Chatbot as Language Learning Medium: An inquiry. Journal of Physics: Conference Series, 1387(1). https://doi.org/10.1088/1742-6596/1387/1/012020
Haugeland, I. K. F., Følstad, A., Taylor, C., & Alexander, C. (2022). Understanding the user experience of customer service chatbots: An experimental study of chatbot interaction design. International Journal of Human Computer Studies, 161(December), 102788. https://doi.org/10.1016/j.ijhcs.2022.102788
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
Hentzen, J. K., Hoffmann, A., Dolan, R., & Pala, E. (2022). Artificial intelligence in customer-facing financial services: a systematic literature review and agenda for future research. International Journal of Bank Marketing, 40(6), 1299–1336. https://doi.org/10.1108/IJBM-09-2021-0417
Ifekanandu, C. ., Anene, J. ., Iloka, C. ., & Ewuzie, C. . (2023). Influence of Artificial Intelligence (Ai) on Customer Experience and Loyalty: Mediating Role of Personalization. Data Acquisition and Processing, 38(3), 1936–1959. https://doi.org/10.5281/zenodo.98549423
Izadi, S., & Forouzanfar, M. (2024). Error Correction and Adaptation in Conversational AI: A Review of Techniques and Applications in Chatbots. AI (Switzerland), 5(2), 803–841. https://doi.org/10.3390/ai5020041
Jenneboer, L., Herrando, C., & Constantinides, E. (2022). The Impact of Chatbots on Customer Loyalty: A Systematic Literature Review. Journal of Theoretical and Applied Electronic Commerce Research, 17(1), 212–229. https://doi.org/10.3390/jtaer17010011
Jiang, G., Liu, F., Liu, W., Liu, S., Chen, Y., & Xu, D. (2021). Effects of information quality on information adoption on social media review platforms: moderating role of perceived risk. Data Science and Management, 1(1), 13–22. https://doi.org/10.1016/j.dsm.2021.02.004
King, M. R. (2023). A Conversation on Artificial Intelligence, Chatbots, and Plagiarism in Higher Education. Cellular and Molecular Bioengineering, 16(1), 1–2. https://doi.org/10.1007/s12195-022-00754-8
Molinillo, S., Aguilar-Illescas, R., Anaya-Sánchez, R., & Carvajal-Trujillo, E. (2022). The customer retail app experience: Implications for customer loyalty. Journal of Retailing and Consumer Services, 65. https://doi.org/10.1016/j.jretconser.2021.102842
Montgomery, A. L., & Smith, M. D. (2009). Prospects for Personalization on the Internet. Journal of Interactive Marketing, 23(2), 130–137. https://doi.org/10.1016/j.intmar.2009.02.001
Natalia, V. (2024). Research on Influencing Factors of AI Chat Robot on Customer Satisfaction of Online Shopping Platform. Frontiers in Business, Economics and Management, 15(1), 230–242. https://doi.org/10.54097/zx7y7622
Rahman, S. S., & Dekkati, S. (2022). Revolutionizing Commerce: The Dynamics and Future of E-Commerce Web Applications. Asian Journal of Applied Science and Engineering, 11(1), 65–73. https://doi.org/10.18034/ajase.v11i1.58
Singh, P., & Singh, V. (2024). The power of AI: enhancing customer loyalty through satisfaction and efficiency. Cogent Business and Management, 11(1). https://doi.org/10.1080/23311975.2024.2326107
Tahar, A., Riyadh, H. A., Sofyani, H., & Purnomo, W. E. (2020). Perceived ease of use, perceived usefulness, perceived security and intention to use e-filing: The role of technology readiness. Journal of Asian Finance, Economics and Business, 7(9), 537–547. https://doi.org/10.13106/JAFEB.2020.VOL7.NO9.537
Vebrianti, R., Aras, M., Silviana, M., Putri, S., & Swandewi, I. A. (2025). AI Chatbots in E-Commerce: Enhancing Customer Engagement, Satisfaction and Loyalty. PaperASIA, 41, 248–260. https://doi.org/10.59953/paperasia.v41i2b.445
Yesitadewi, V. I., & Widodo, T. (2024). The Influence of Service Quality, Perceived Value, and Trust on Customer Loyalty via Customer Satisfaction in Deliveree Indonesia. Quality - Access to Success, 25(198), 418–424. https://doi.org/10.47750/QAS/25.198.44
Zahara, A. N., Prabowo, A., & Wahyuni, E. S. (2024). The Effect of Artificial Intelligence and Chatbot on Consumer Satisfaction of Shopee platform users in Medan City. International Journal of Economics and Management Research, 3(2), 283–290. https://doi.org/10.55606/ijemr.v3i2.224
Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52(3), 2–22. https://doi.org/10.1177/002224298805200302
Zygiaris, S., Hameed, Z., Ayidh Alsubaie, M., & Ur Rehman, S. (2022). Service Quality and Customer Satisfaction in the Post Pandemic World: A Study of Saudi Auto Care Industry. Frontiers in Psychology, 13(March), 1–9. https://doi.org/10.3389/fpsyg.2022.842141