The Adoption of Intelligent Chatbots in Tanzania: Insights from the Service Sector
Main Article Content
Abstract
The increased use of artificial intelligence (AI) has transformed how customer service is provided and how business processes are conducted. Despite several advantages chatbots offer in the service sector, the technology has been less widely adopted in developing nations, such as Tanzania. Therefore, this study examines the adoption of chatbot technology in Tanzania’s service sector. The study adopted the TOE framework integrated with DOI. Two hundred and forty-six (246) responses were collected and used in the data analysis. The current study applied the Partial Least Squares Structural Equation Modelling (PLS-SEM) to explore the hypothesised relationships. Findings show that complexity, security and privacy, relative advantage, vendor support, innovation behaviour, and management support significantly influence the adoption of chatbots in the service sector. Additionally, the study found that vendor support moderates management efforts to adopt chatbots. The study draws practical, policy, and theoretical implications for the adoption of Chatbots in Tanzania's service sector.