Abstract
The traditional shopping experience that is characterised by physical stores is moving into an online virtualised
experience. The online shopping experience has meant that customers are not always able to interact with
customer service personnel to request information or services. For retailers, the online environment has afforded
an opportunity to provide better customer experience through introducing chatbots while leveraging operational
cost efficiencies. Chatbots have become surrogates for customer service in the online environment as they
provide customer services that are traditionally provided by humans. Chatbots are information systems that
provide customer services that are personalised and at the convenience of the customers; this is because
chatbots are powered by artificial intelligence technologies that enable the processing of large volumes of data to
provide relevant information. The presence of chatbots on online retail websites has become a common feature
available for customers to use as a channel to access services and information about the retailer. Given the
phenomenon of deploying chatbots as a strategy to manage customer service, it is important to investigate the
design attributes of the chatbot information systems that enable a positive customer experience.
This aim of this research study was to determine the design attributes of information systems for chatbots that
facilitate a positive customer experience in the context of online retail platform users.
A deductive approach was applied in this study, as it was underpinned by existing literature and the wellestablished
DeLone and McLean IS Success Model as a fundamental framework for assessing chatbot
information system design attributes that enable a positive customer experience. This was a quantitative research
methodology-based study using a survey strategy in the form of a structured questionnaire. The questionnaire
was online, self-administered and hosted on the Google Forms platform. The survey targeted online retailers that
had experience in using chatbots on online retail platforms. The research study relied on non-probability sampling
methods to select participants and on snowballing as a sampling technique because the initial participants were
known to the researcher and later the questionnaire was shared by the contacts to other potential respondents
until the target sample size was achieved.
The research study found that online retail customers are use chatbots primarily for their need to access
information and services. The study further found that the chatbot users surveyed mostly had a fair experience
of chatbots. This enables business and technical communities to reconsider how the chatbot information system
attributes can be designed better to enable a more positive customer experience. The results from the study
highlight attributes that can be further improved to optimise the use of chatbots as a gateway to accessing
information and services. Based on the research findings, a framework is proposed for information system design
that enables a positive customer experience. This framework places the user at the centrepiece of information
system success; thus iterative inputs from customers must be solicited to drive the information system design
process.
Key words: Chatbots, information systems, design attributes, customer experience, DeLone and McLean IS Model.