Robô humano: estudo sobre humanização no atendimento com chatbot

Detalhes bibliográficos
Autor(a) principal: Rebecchi, Adriana de Barros
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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spelling 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). 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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
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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
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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] .
url http://tede2.espm.br/handle/tede/506
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dc.publisher.department.fl_str_mv ESPM::Pós-Graduação Stricto Sensu
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