Revealing the Factors Behind University Students’ Loyalty towards ChatGPT

Abstract

The trend towards the adoption of consumer-facing AI is anticipated to increase given ChatGPT's enormous popularity. Since its launch, ChatGPT has generated significant debate surrounding potential issues. Several factors identified to influence user loyalty. Hence the study aims to examine the influence of satisfaction, service quality and trust towards ChatGPT user loyalty. 216 students from the top technical university in Malaysia responded the survey via online platform. The data were analysed through PLS-SEM software and the result found that satisfaction, service quality and trust showed significant and positive influence on ChatGPT user loyalty. Theoretically, this study contributes valuable empirical insights into the determinants of user loyalty, specifically within the context of AI-driven platforms like ChatGPT. From a practical standpoint, the findings offer actionable guidance for ChatGPT creators, highlighting key areas such as trust-building, user satisfaction, and content quality that should be prioritized to foster and sustain long-term user loyalty