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This research examines how gender may affect customer responses to a bank chatbot. Across two chatbot gender and respondent gender contexts, we show that a male bank chatbot significantly increases customer satisfaction, and brand conceptual fluency more than a female bank chatbot. We also show how the interaction between
chatbot gender and chatbot gender–respondent gender congruence influences perceived intimacy and information richness. Our findings are relevant to banks, fintech and other businesses that are rapidly adopting chatbots to engage consumers and enhance branding.

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