Ai-powered Chatbots in Customer Support: A Systematic Literature Review
DOI:
https://doi.org/10.48165/tjmitm.2026.16.01.05Keywords:
Cyber Law, Law, intellectual property, Digital rights management, Cyber CrimeAbstract
The growth of customer care chatbots that employ machine learning has revolutionized service provision in all sectors. While earlier studies looked at chatbots from various angles, empirical evidence concerning user experience, satisfaction, trust, and behavior after purchase has been inconsistent and splintered. Based on the gaps in the literature, the current study aims to conduct a systematic review of the literature on the use of AI virtual assistants in customer service to identify, synthesize, and analyze the main themes and methods and identify gaps in the literature. This review consists of 52 articles published in scholarly peer-reviewed journals between 2020 - 2025.The review evaluates the impact of certain features of chatbots, including design, quality, clarity, and human-like traits on customer attitudes and behavior. Findings indicate that a user having a positive experience and a perception of service quality encourages customer satisfaction. Trust is identified as an important variable that explains continuance intention, loyalty, and post purchase behavior. There is an over-reliance on cross sectional studies, and research has been conducted in one sector, and the research has not sufficiently explored the ethical and emotional aspects of interactions with chatbots. The review details how chatbots provide customer support, and organizes the scattered literature for a better understanding. It suggests future research to enrich the theory and practice of AI in service management.
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