Investigating the customer trust in artificial intelligence: The role of anthropomorphism, empathy response, and interaction

Artificial intelligence (AI) applications are observed in different industries including the services, where the impressive changing pace is boosted by the technological advances in AI. The use of AI in the daily work of individuals and in shaping the relationship between firms and customers has resulted in increased efficiency and a higher degree of fascination in interaction. There are, however, customers' fears related to the use of AI. Therefore, understanding how AI affects customer trust is worth investigating. This study focuses on the AI applications and their impact on communication quality and customer trust. The features of AI applications investigated in this study include anthropomorphism, empathy response and interaction. A model was first empirically validated through Confirmatory Factor Analysis and tested using Covariance-Based Structural Equation Modelling. Data were then collected from a survey of 507 customers of two banks and two big telecommunication firms in Vietnam. Empirical results indicate that anthropomorphism and interaction do not play critical roles in generating customer trust in AI unless they create communication quality with customers. The ability of empathy response makes customers trust in various service situations. AI application seems to be a good solution for service firms to enhance their relationship with customers in difficult circumstances, including a pandemic crisis. This study delivers implications for enhancing AI adoption in the service firms that intend to innovate their future operations.