COMPARATIVE STUDY OF AI CHATBOTS AND HUMAN CUSTOMER SUPPORT: AMAZON AND SWIGGY”
Abstract
The rapid expansion of digital commerce has transformed customer service from traditional human-based systems to hybrid models integrating artificial intelligence. This study compares AI chatbot systems and human customer support on Amazon and Swiggy within the Indian digital market. Using a descriptive quantitative approach, data were collected from 110 respondents through a structured questionnaire. The analysis examined usage patterns, response speed, satisfaction levels, and user preferences for routine and complex issue resolution. Findings reveal that AI chatbots function as the primary customer service interface and are strongly associated with faster responses, efficiency, and higher overall satisfaction compared to human support. Chatbots are considered highly effective for routine concerns such as order tracking and refunds, while human assistance is preferred for complex or sensitive issues. The study concludes that a balanced hybrid service model, combining automation with human intervention, is essential for sustaining customer satisfaction in digital commerce.
Keywords:
AI Chatbots, Human Customer Support, Digital Commerce,, Customer Satisfaction,, Hybrid Service Model, E-commerce, Quick Commerce, Automation, Amazon, SwiggyDOI
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