Robô humano: estudo sobre humanização no atendimento com chatbot
Autor(a) principal: | |
---|---|
Data de Publicação: | 2020 |
Tipo de documento: | Dissertação |
Idioma: | por |
Título da fonte: | Biblioteca Digital de Teses e Dissertações da ESPM |
Texto Completo: | http://tede2.espm.br/handle/tede/506 |
Resumo: | This study addresses how the influence of the persona helps in the humanization of chatbots and seeks to evaluate/measure its impacts in terms of satisfaction with the service provided to the client, based on perceived usefulness and ease of use,. The theoretical review includes definitions of artificial intelligence, customer service with the chatbot tool, and humanization with virtual assistants. As a method, we chose to develop a quantitative analysis of a database of calls performed by chatbot from the institution SEBRAE-SP, through a survey with 153 clients who used this tool. We tested the following hypotheses: H1 - Perceived utility in the experience with a chatbot directly impacts the satisfaction index. H2 – Perceived ease of use in the experience with a chatbot directly impacts the satisfaction index. H3 – The need for human interaction has a moderating effect on the impact of perceived utility on the satisfaction index. H4 - The need for human interaction has a moderating effect on the impact of perceived ease of use on the satisfaction index. The results proved that perceived usefulness and ease of use directly impact the satisfaction index, considering that humanization of the chatbot is very important to increase this index. This study brings insights to companies seeking to improve their service with this type of technology, supplying better customer experience, and respecting the company's strategy. |
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Rocha, Thelma ValériaStrehlau, SuzaneFrancisco, Eduardo de Rezende30617794855http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K8812749Y3&tokenCaptchar=03AGdBq24JLKZKxKLzv0_VCy9GkL8tp806mfr6lLYNLpOMZx2awNWH_Ggwzz_Ei74Nw4RIpcD8JktMZLU5_u48NtURIYrUTHdsQnKLJAgK3pwygsP73J5pdBzLPGTk_4mxiYQ2obnsUleasmDOGGXUfp8hbFA7gFdWTucXEnE9-DTa2l4eeLzuSe87XVMGNSNQpaARzEL3tDYkIcwGp6SKmVAkAwB386a6r3dRvTgDRZ0pGilgeluVig12pif7QdmbMV-bgMvulzr7FG71EkWJ4DMASMPknCUV5EmyB00KK-pJRhimW2BX2yVVbOh-E-MB5W40KTaDmn4-rU7ybtG9WYRAtzsDKvLiFypmG395w0jInVGVqpDH0BJIM9bN7yIQuFNgCC4vEWxLIBgXcJA62-CK08habbNHT7k7k_w_mxVrJcQdoCUoJOUdLynfN3e-UJa1MCDxqH1GM--SCICEJ72X9Ewq_iSC7ARebecchi, Adriana de Barros2020-11-05T13:28:15Z2020-04-14Rebecchi, Adriana de Barros. Robô humano: estudo sobre humanização no atendimento com chatbot. 2020. [58 f.]. Dissertação ( Programa de Mestrado Profissional em Comportamento do Consumidor) - Escola Superior de Propaganda e Marketing, [São Paulo] .http://tede2.espm.br/handle/tede/506This study addresses how the influence of the persona helps in the humanization of chatbots and seeks to evaluate/measure its impacts in terms of satisfaction with the service provided to the client, based on perceived usefulness and ease of use,. The theoretical review includes definitions of artificial intelligence, customer service with the chatbot tool, and humanization with virtual assistants. As a method, we chose to develop a quantitative analysis of a database of calls performed by chatbot from the institution SEBRAE-SP, through a survey with 153 clients who used this tool. We tested the following hypotheses: H1 - Perceived utility in the experience with a chatbot directly impacts the satisfaction index. H2 – Perceived ease of use in the experience with a chatbot directly impacts the satisfaction index. H3 – The need for human interaction has a moderating effect on the impact of perceived utility on the satisfaction index. H4 - The need for human interaction has a moderating effect on the impact of perceived ease of use on the satisfaction index. The results proved that perceived usefulness and ease of use directly impact the satisfaction index, considering that humanization of the chatbot is very important to increase this index. This study brings insights to companies seeking to improve their service with this type of technology, supplying better customer experience, and respecting the company's strategy.Este estudo aborda a influência da persona na humanização do chatbot e busca avaliar/mensurar os impactos em termos de satisfação do atendimento prestado ao cliente, a partir da utilidade e facilidade percebidas, analisando seus impactos sob diferentes perspectivas, como idade, escolaridade e tema do atendimento. A revisão teórica inclui definições sobre inteligência artificial, atendimento ao cliente com a ferramenta chatbot e humanização com assistentes virtuais. Como método, optou-se por desenvolver uma análise quantitativa de uma base de atendimentos realizados por chatbot da instituição SEBRAE-SP, com uma survey com 153 clientes atendidos pela mesma ferramenta, para responder às seguintes hipóteses: H1 – A utilidade percebida na experiência com o chatbot impacta diretamente o índice de satisfação. H2 – A facilidade percebida de uso na experiência com o chatbot impacta diretamente o índice de satisfação. H3 – A necessidade de interação humana tem um efeito moderador no impacto da utilidade percebida sobre o índice de satisfação. H4 - A necessidade de interação humana tem um efeito moderador no impacto da facilidade percebida de uso sobre o índice de satisfação. Como resultado, foi comprovado que a utilidade e facilidade de uso percebidas impactam diretamente o índice de satisfação, considerando que a humanização no chatbot durante o atendimento é muito importante para aumentar esse índice. Este estudo traz insights para as empresas que buscam aprimorar seu atendimento com esse tipo de tecnologia, trazendo melhor experiência ao cliente, respeitando a estratégia da empresa.Submitted by Adriana Alves Rodrigues (aalves@espm.br) on 2020-11-05T13:26:56Z No. of bitstreams: 1 Adriana de Barros Rebecchi.pdf: 1384808 bytes, checksum: ec876f1f1ef3af04d5ec1f97cf432c00 (MD5)Approved for entry into archive by Adriana Alves Rodrigues (aalves@espm.br) on 2020-11-05T13:27:48Z (GMT) No. of bitstreams: 1 Adriana de Barros Rebecchi.pdf: 1384808 bytes, checksum: ec876f1f1ef3af04d5ec1f97cf432c00 (MD5)Approved for entry into archive by Adriana Alves Rodrigues (aalves@espm.br) on 2020-11-05T13:28:05Z (GMT) No. of bitstreams: 1 Adriana de Barros Rebecchi.pdf: 1384808 bytes, checksum: ec876f1f1ef3af04d5ec1f97cf432c00 (MD5)Made available in DSpace on 2020-11-05T13:28:15Z (GMT). No. of bitstreams: 1 Adriana de Barros Rebecchi.pdf: 1384808 bytes, checksum: ec876f1f1ef3af04d5ec1f97cf432c00 (MD5) Previous issue date: 2020-04-14application/pdfhttp://tede2.espm.br/retrieve/1703/Adriana%20de%20Barros%20Rebecchi.pdf.jpgporEscola Superior de Propaganda e MarketingPrograma de Mestrado Profissional em Comportamento do ConsumidorESPMBrasilESPM::Pós-Graduação Stricto Sensucomportamento do consumidor; chatbot; inteligência artificial; atendimento a clientesconsumer behavior; chatbots; artificial intelligence; customer serviceCIENCIAS SOCIAIS APLICADAS::ADMINISTRACAORobô humano: estudo sobre humanização no atendimento com chatbotHuman robot: study on humanization in service with chatbotinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesis-5003969050085565866500500600-44551937530918523288024035432632778221info:eu-repo/semantics/openAccessreponame:Biblioteca Digital de Teses e Dissertações da ESPMinstname:Escola Superior de Propaganda e Marketing (ESPM)instacron:ESPMTHUMBNAILAdriana de Barros Rebecchi.pdf.jpgAdriana de Barros Rebecchi.pdf.jpgimage/jpeg4162http://tede2.espm.br:8080/tede/bitstream/tede/506/4/Adriana+de+Barros+Rebecchi.pdf.jpgbe247fac3a3c3e3bca3c89960c936f55MD54TEXTAdriana de Barros Rebecchi.pdf.txtAdriana de Barros Rebecchi.pdf.txttext/plain84799http://tede2.espm.br:8080/tede/bitstream/tede/506/3/Adriana+de+Barros+Rebecchi.pdf.txt3ed2feb8bc60512c9dd6fa7a383dd7aaMD53ORIGINALAdriana de Barros Rebecchi.pdfAdriana de Barros Rebecchi.pdfapplication/pdf1384808http://tede2.espm.br:8080/tede/bitstream/tede/506/2/Adriana+de+Barros+Rebecchi.pdfec876f1f1ef3af04d5ec1f97cf432c00MD52LICENSElicense.txtlicense.txttext/plain; charset=utf-81912http://tede2.espm.br:8080/tede/bitstream/tede/506/1/license.txt652c58b294e08ded719d10bdbc42f8ceMD51tede/5062020-11-06 02:00:30.526oai:tede2.espm.br: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Biblioteca Digital de Teses e Dissertaçõeshttps://tede2.espm.br/http://tede2.espm.br/oai/requestacervodigital@espm.br||hribeiro@espm.bropendoar:2020-11-06T04:00:30Biblioteca Digital de Teses e Dissertações da ESPM - Escola Superior de Propaganda e Marketing (ESPM)false |
dc.title.por.fl_str_mv |
Robô humano: estudo sobre humanização no atendimento com chatbot |
dc.title.alternative.eng.fl_str_mv |
Human robot: study on humanization in service with chatbot |
title |
Robô humano: estudo sobre humanização no atendimento com chatbot |
spellingShingle |
Robô humano: estudo sobre humanização no atendimento com chatbot Rebecchi, Adriana de Barros comportamento do consumidor; chatbot; inteligência artificial; atendimento a clientes consumer behavior; chatbots; artificial intelligence; customer service CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
title_short |
Robô humano: estudo sobre humanização no atendimento com chatbot |
title_full |
Robô humano: estudo sobre humanização no atendimento com chatbot |
title_fullStr |
Robô humano: estudo sobre humanização no atendimento com chatbot |
title_full_unstemmed |
Robô humano: estudo sobre humanização no atendimento com chatbot |
title_sort |
Robô humano: estudo sobre humanização no atendimento com chatbot |
author |
Rebecchi, Adriana de Barros |
author_facet |
Rebecchi, Adriana de Barros |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Rocha, Thelma Valéria |
dc.contributor.referee1.fl_str_mv |
Strehlau, Suzane |
dc.contributor.referee2.fl_str_mv |
Francisco, Eduardo de Rezende |
dc.contributor.authorID.fl_str_mv |
30617794855 |
dc.contributor.authorLattes.fl_str_mv |
http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K8812749Y3&tokenCaptchar=03AGdBq24JLKZKxKLzv0_VCy9GkL8tp806mfr6lLYNLpOMZx2awNWH_Ggwzz_Ei74Nw4RIpcD8JktMZLU5_u48NtURIYrUTHdsQnKLJAgK3pwygsP73J5pdBzLPGTk_4mxiYQ2obnsUleasmDOGGXUfp8hbFA7gFdWTucXEnE9-DTa2l4eeLzuSe87XVMGNSNQpaARzEL3tDYkIcwGp6SKmVAkAwB386a6r3dRvTgDRZ0pGilgeluVig12pif7QdmbMV-bgMvulzr7FG71EkWJ4DMASMPknCUV5EmyB00KK-pJRhimW2BX2yVVbOh-E-MB5W40KTaDmn4-rU7ybtG9WYRAtzsDKvLiFypmG395w0jInVGVqpDH0BJIM9bN7yIQuFNgCC4vEWxLIBgXcJA62-CK08habbNHT7k7k_w_mxVrJcQdoCUoJOUdLynfN3e-UJa1MCDxqH1GM--SCICEJ72X9Ewq_iSC7A |
dc.contributor.author.fl_str_mv |
Rebecchi, Adriana de Barros |
contributor_str_mv |
Rocha, Thelma Valéria Strehlau, Suzane Francisco, Eduardo de Rezende |
dc.subject.por.fl_str_mv |
comportamento do consumidor; chatbot; inteligência artificial; atendimento a clientes |
topic |
comportamento do consumidor; chatbot; inteligência artificial; atendimento a clientes consumer behavior; chatbots; artificial intelligence; customer service CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
dc.subject.eng.fl_str_mv |
consumer behavior; chatbots; artificial intelligence; customer service |
dc.subject.cnpq.fl_str_mv |
CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
description |
This study addresses how the influence of the persona helps in the humanization of chatbots and seeks to evaluate/measure its impacts in terms of satisfaction with the service provided to the client, based on perceived usefulness and ease of use,. The theoretical review includes definitions of artificial intelligence, customer service with the chatbot tool, and humanization with virtual assistants. As a method, we chose to develop a quantitative analysis of a database of calls performed by chatbot from the institution SEBRAE-SP, through a survey with 153 clients who used this tool. We tested the following hypotheses: H1 - Perceived utility in the experience with a chatbot directly impacts the satisfaction index. H2 – Perceived ease of use in the experience with a chatbot directly impacts the satisfaction index. H3 – The need for human interaction has a moderating effect on the impact of perceived utility on the satisfaction index. H4 - The need for human interaction has a moderating effect on the impact of perceived ease of use on the satisfaction index. The results proved that perceived usefulness and ease of use directly impact the satisfaction index, considering that humanization of the chatbot is very important to increase this index. This study brings insights to companies seeking to improve their service with this type of technology, supplying better customer experience, and respecting the company's strategy. |
publishDate |
2020 |
dc.date.accessioned.fl_str_mv |
2020-11-05T13:28:15Z |
dc.date.issued.fl_str_mv |
2020-04-14 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
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publishedVersion |
dc.identifier.citation.fl_str_mv |
Rebecchi, Adriana de Barros. Robô humano: estudo sobre humanização no atendimento com chatbot. 2020. [58 f.]. Dissertação ( Programa de Mestrado Profissional em Comportamento do Consumidor) - Escola Superior de Propaganda e Marketing, [São Paulo] . |
dc.identifier.uri.fl_str_mv |
http://tede2.espm.br/handle/tede/506 |
identifier_str_mv |
Rebecchi, Adriana de Barros. Robô humano: estudo sobre humanização no atendimento com chatbot. 2020. [58 f.]. Dissertação ( Programa de Mestrado Profissional em Comportamento do Consumidor) - Escola Superior de Propaganda e Marketing, [São Paulo] . |
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http://tede2.espm.br/handle/tede/506 |
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por |
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Escola Superior de Propaganda e Marketing |
dc.publisher.program.fl_str_mv |
Programa de Mestrado Profissional em Comportamento do Consumidor |
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ESPM |
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Escola Superior de Propaganda e Marketing |
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