Background In the realm of contemporary marketing the implementation of AI Chatbots has emerged as a pivotal subject shaping brand perception and satisfaction in micro-businesses. As businesses increasingly integrate artificial intelligence into their customer service operations, understanding the implications of AI chatbot implementation on brand perception and satisfaction in micro-businesses becomes paramount. Purpose The purpose of this paper is to gain a further understanding of how AI Chatbots affects brand perception and satisfaction in micro-businesses. The answer to this research question will not only contribute to resolving the identified gap but also offer actionable insights and recommendations for micro-business owners and managers. Method A qualitative research approach has been selected. The approach entails employing AI Chatbots in three different micro-businesses and conducting interviews with three potential clients of each micro-business. Conclusion The study demonstrates that AI Chatbots significantly influence brand perception and brand satisfaction in micro-businesses, enhancing the brand image by presenting a modern and friendly persona. However, their impact on brand satisfaction varies across different types of businesses; low-effort businesses see noticeable improvements while high-effort ones, like plastic surgery services, do not experience substantial gains due to already high expectations.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hj-64373 |
| Date | January 2024 |
| Creators | Hansson da Silva, Kevin, Orso, Aiden |
| Publisher | Jönköping University |
| 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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