Background: The increasing awareness of digitalization and specifically the emergence of Artificial Intelligence (AI) has made it possible for companies to apply chatbots. With the enhanced use of chatbots in digital settings, companies have applied chatbots to their digital customer service. Purpose: This bachelor thesis aimed to explore chatbots' influence on customer satisfaction with digital customer service. Method: The used research method for the study was qualitative research. To collect data for the research, the methods used were two focus groups. There were 12 participants, Swedish-speaking students from Linnaeus University, in Generation Z, both males and females. Results: The results from the focus groups indicated that the chatbots' different characteristics and performance influenced the participants in variance. Half of the participants indicated the personal chatbot with friendly interaction influenced their customer satisfaction, and the other half influenced the impersonal chatbot. The participants agreed that it also depends on what situation the digital matter considers. All the participants agreed that the chatbots performance in general of response time and availability influence customer satisfaction. Findings: Chatbots that are personal with friendly interactions influence customer satisfaction, for customers with complex digital matters. The second finding indicates that chatbots that are impersonal with intelligent interaction influence customer satisfaction, for customers with easy digital matters. The last findings indicates that, general performance of a chatbot, in terms of time-efficiency and availability, influences customer satisfaction for all digital matters.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-130779 |
| Date | January 2024 |
| Creators | Johnsson, Anna, Aljovic, Amra |
| Publisher | Linnéuniversitetet, Institutionen för marknadsföring och turismvetenskap (MTS) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| 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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