.... Data analysis was performed using partial least squares structural equation modelling (PLS-SEM) to test the hypothesised research model. Findings The results indicate that navigation quality and safety quality directly influence users’ recommendation behaviour. In contrast, anthropomorphism does...

... of integrating advanced AI chatbots that can replicate human-like interactions in insurance services will be examined by taking into consideration customers’ technological readiness and chatbots’ anthropomorphism. Design/methodology/approach This empirical study analysed 688 customer responses collected...