Today's digital progress highlights disruptive digital technology as a numerous impact on marketing and societies. Artificial intelligence in conjunction with chatbots creates a seamless and powerful tool for customer service. Companies are estimated to save 30% in customer service related costs while chatbots can assist with up to 80% of routine questions. Such numbers are considered appealing for companies to implement chatbots with the aim of streamlining and maximizing profits. An important aspect that can be neglected by companies is quality, which is an essential factor for customers' user experience. In this context, the user experience creates satisfaction and repeated use. An understanding of chatbot quality increases the chances of successfully implementing and developing the right tool with the aim of satisfying customers both efficiently and qualitatively in customer service. From such a perspective, the survey has concentrated around the user experience for a chatbot interaction. How is the quality of the user experience and what factors have a direct impact on chatbots in customer service? What characteristics should a chatbot possess to enhance the user experience? The survey has been carried out with the choice of a multimethod research with a qualitative approach. Some quantitative measures have also been used to concretize certain values, but the main focus area has been on the survey of the user experience from a qualitative perspective. Two theoretical frameworks have been used to analyze the user experience of chatbots. These focus on qualitative factors that have an effect on the user experience. The result shows that the quality of the user experience is considered high on the selected chatbot for simpler questions and less complex matters. The factors response-relevance, response-comprehensibility, dialogue-result and dialogue-efficiency showed a relatively high user experience. The characteristics that should be implemented in a chatbot are understandability, reliability, responsiveness and assurance. This creates a confirmation, satisfaction and repeat use for the user experience. Influential factors that have been analyzed in the survey are the user's question formulation. A qualitative advantage is created for users who formulate formal questions, while more personal questions increase the margin of error of the chatbot's interpretive ability to answer the question. The perspective can be seen as a lack of quality from the chatbot or as a missing feature. A final factor impacted in the user experience is technology anxiety, which has been shown to be lowered for users after interacting with a chatbot. Users do not have a high sense of difficulty to use a chatbot but may hold a sense of uncertainty and discouragement. With greater experience and a perceived positive user experience of a chatbot, these factors are drastically reduced. The 5 conclusion leads to the user experience being of high quality in terms of interaction with a chatbot, while several influencing factors are highlighted. Future research is recommended to replicate the study on a larger scale and with more personal and complicated cases for analysis of the user experience of chatbot quality.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:sh-52357 |
| Date | January 2023 |
| Creators | Arkeving, Gustav, Arif, Yassin |
| Publisher | Södertörns högskola, Institutionen för samhällsvetenskaper |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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