Happy with our chatbot? Service innovation, digital marketing performance, and the role of user technological proficiency

  • Mohammed Salem Department of Business and Economics, Faculty of Economics and Management, University of Kassel, Kassel, Germany. Department of Technology Management, University College of Applied Sciences, Gaza, Palestine
  • Ralf Wagner Department of Technology Management, University College of Applied Sciences, Gaza, Palestine
DOI: https://doi.org/10.18543/bee.3242
Keywords: Chatbot Adoption, Seamless Payment Systems, Feedback Integration Systems, User Technology Proficiency, User Satisfaction

Abstract

This study investigates how innovative digital tools contribute to the success of modern marketing strategies, with a focus on three core functionalities that enhance user experience. Survey data from 326 university students in Germany reveal that these features significantly impact satisfaction levels. Additionally, the research introduces user proficiency with digital technologies as a moderating factor, amplifying the positive effects of these tools on overall engagement. The results provide actionable guidance for companies seeking to strengthen customer satisfaction through cutting-edge solutions. The study also highlights promising avenues for future research, particularly in relation to evolving technologies and the impact of cultural contexts on user interaction and perception.

Author Biographies

Mohammed Salem, Department of Business and Economics, Faculty of Economics and Management, University of Kassel, Kassel, Germany. Department of Technology Management, University College of Applied Sciences, Gaza, Palestine

Marketing professor at the University College of Applied Sciences in Gaza and the University of Kassel in Germany. His work explores consumer behavior, digital marketing, and sustainable strategies, with a focus on addressing societal challenges through innovative demarketing approaches. He collaborates internationally, using advanced research methods such as machine learning and structural equation modeling. As a published scholar and frequent conference speaker, he brings a global perspective to his writing. His work reflects a commitment to cross-cultural understanding, academic innovation, and the practical application of marketing insights.

Ralf Wagner, Department of Technology Management, University College of Applied Sciences, Gaza, Palestine

Professor for Sustainable Marketing at the University of Kassel, Germany. He received his PhD from Bielefeld University in Germany. His research interests cover interactive marketing and intercultural divergences of human behavior. Application domains are branding and IT-enabled marketing communication. Further projects cover waste disposal practices, entrepreneurial marketing and value capture. Methodological interests are cross-cultural research and the handling of missing values.

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Published
2026-02-27
How to Cite
Salem, Mohammed, and Ralf Wagner. 2026. “Happy With Our Chatbot? Service Innovation, Digital Marketing Performance, and the Role of User Technological Proficiency”. Bulletin of Economic Studies 80 (236), 143-63. https://doi.org/10.18543/bee.3242.
Issue
Vol. 80 No. 236 (2025): Innovation in marketing and services in the context of digital transformation
Section
Articles

Copyright (c) 2026 Deusto Business Alumni

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