Human and chatbot interactions in customer service

Detalhes bibliográficos
Autor(a) principal: Lorençoni, Bianca Otília
Data de Publicação: 2023
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Institucional do FGV (FGV Repositório Digital)
Texto Completo: https://hdl.handle.net/10438/34770
Resumo: Este estudo analisa atitudes a priori e satisfação do consumidor a posteriori em interações com chatbots e humanos em contextos de atendimento ao cliente. O estudo foi conduzido por meio de um questionário e experimento online com 217 participantes, que foram aleatoriamente designados para avaliar um de oito cenários de atendimento ao cliente e, em seguida, indicaram seu nível de satisfação com o serviço hipotético que variava quanto ao tipo de serviço (chatbot vs. humano), estágio do consumo (pré-compra vs. pós-compra) e eficácia do serviço (eficaz vs. não eficaz). Os participantes também foram questionados sobre suas preferências gerais de interação com humanos ou chatbots. Os resultados mostraram que os participantes preferem em grande parte interações com humanos, e não há evidência estatística de diferença na satisfação com o serviço entre humanos e chatbots, dependendo do estágio da jornada do cliente ou da eficácia objetiva da comunicação.
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spelling Lorençoni, Bianca OtíliaEscolas::EBAPESantos, Jefferson de BarrosJacob Filho, Jorge RodriguesSantos, Yan Bernardes Vieites Castro dos2024-01-24T16:52:05Z2024-01-24T16:52:05Z2023-08-02https://hdl.handle.net/10438/34770Este estudo analisa atitudes a priori e satisfação do consumidor a posteriori em interações com chatbots e humanos em contextos de atendimento ao cliente. O estudo foi conduzido por meio de um questionário e experimento online com 217 participantes, que foram aleatoriamente designados para avaliar um de oito cenários de atendimento ao cliente e, em seguida, indicaram seu nível de satisfação com o serviço hipotético que variava quanto ao tipo de serviço (chatbot vs. humano), estágio do consumo (pré-compra vs. pós-compra) e eficácia do serviço (eficaz vs. não eficaz). Os participantes também foram questionados sobre suas preferências gerais de interação com humanos ou chatbots. Os resultados mostraram que os participantes preferem em grande parte interações com humanos, e não há evidência estatística de diferença na satisfação com o serviço entre humanos e chatbots, dependendo do estágio da jornada do cliente ou da eficácia objetiva da comunicação.Purpose – This study aims to assess a priori attitudes and a posteriori consumer satisfaction with chatbot and human interactions in customer service contexts. Methodology – The study was carried out through an online survey and an experiment. The survey part captured the participants’ baseline attitudes towards the use of humans and chatbots in customer service. In the experiment, participants (N = 217) were assigned to one of eight customer service scenarios and then indicated their level of satisfaction with the hypothetical service. Findings – The results indicate that consumers largely prefer interaction with humans, and there is no statistical evidence of a difference in service satisfaction with humans and chatbots depending on the stage of the costumer journey or objective effectiveness of the communication. Research limitations – The sample number is small and may have influenced the significance of more complex analyses of heterogeneity. In addition, the sample of respondents is primarily young people up to 25 years old, limiting the analysis to a specific group. Future studies may analyze more diverse and larger samples to study whether consumer perceptions vary depending on their stage in the consumption journey. Practical implications – The results add to the current debate on the factors influencing customer satisfaction and how the customer journey and interactions with chatbots are associated with the theme. It also brings important insights for managers regarding implementing chatbots or hybrid models (human and chatbots) in customer service. Originality – This research investigates the impact of interactions with chatbots and human agents, with a specific emphasis on the consumer journeyengchatbotscustomer journeycustomer satisfactionSatisfação do consumidorInteração homem-máquinaServiços ao clienteSoftware de aplicaçãoHuman and chatbot interactions in customer serviceinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisreponame:Repositório Institucional do FGV (FGV Repositório Digital)instname:Fundação Getulio Vargas (FGV)instacron:FGVinfo:eu-repo/semantics/openAccessLICENSElicense.txtlicense.txttext/plain; charset=utf-85112https://repositorio.fgv.br/bitstreams/c34a9fef-bdca-410d-80c8-b078a481193a/download2a4b67231f701c416a809246e7a10077MD52ORIGINALThesis_MiM_2023_Bianca_Final (1).pdfThesis_MiM_2023_Bianca_Final (1).pdfapplication/pdf2197622https://repositorio.fgv.br/bitstreams/e633920e-5b48-46cf-a504-94ce9f3d92a4/download87034383956fd5b0b91dd49ed6f327b0MD53THUMBNAILHuman and chatbot 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dc.title.eng.fl_str_mv Human and chatbot interactions in customer service
title Human and chatbot interactions in customer service
spellingShingle Human and chatbot interactions in customer service
Lorençoni, Bianca Otília
chatbots
customer journey
customer satisfaction
Satisfação do consumidor
Interação homem-máquina
Serviços ao cliente
Software de aplicação
title_short Human and chatbot interactions in customer service
title_full Human and chatbot interactions in customer service
title_fullStr Human and chatbot interactions in customer service
title_full_unstemmed Human and chatbot interactions in customer service
title_sort Human and chatbot interactions in customer service
author Lorençoni, Bianca Otília
author_facet Lorençoni, Bianca Otília
author_role author
dc.contributor.unidadefgv.none.fl_str_mv Escolas::EBAPE
dc.contributor.member.none.fl_str_mv Santos, Jefferson de Barros
Jacob Filho, Jorge Rodrigues
dc.contributor.author.fl_str_mv Lorençoni, Bianca Otília
dc.contributor.advisor1.fl_str_mv Santos, Yan Bernardes Vieites Castro dos
contributor_str_mv Santos, Yan Bernardes Vieites Castro dos
dc.subject.eng.fl_str_mv chatbots
customer journey
customer satisfaction
topic chatbots
customer journey
customer satisfaction
Satisfação do consumidor
Interação homem-máquina
Serviços ao cliente
Software de aplicação
dc.subject.bibliodata.por.fl_str_mv Satisfação do consumidor
Interação homem-máquina
Serviços ao cliente
Software de aplicação
description Este estudo analisa atitudes a priori e satisfação do consumidor a posteriori em interações com chatbots e humanos em contextos de atendimento ao cliente. O estudo foi conduzido por meio de um questionário e experimento online com 217 participantes, que foram aleatoriamente designados para avaliar um de oito cenários de atendimento ao cliente e, em seguida, indicaram seu nível de satisfação com o serviço hipotético que variava quanto ao tipo de serviço (chatbot vs. humano), estágio do consumo (pré-compra vs. pós-compra) e eficácia do serviço (eficaz vs. não eficaz). Os participantes também foram questionados sobre suas preferências gerais de interação com humanos ou chatbots. Os resultados mostraram que os participantes preferem em grande parte interações com humanos, e não há evidência estatística de diferença na satisfação com o serviço entre humanos e chatbots, dependendo do estágio da jornada do cliente ou da eficácia objetiva da comunicação.
publishDate 2023
dc.date.issued.fl_str_mv 2023-08-02
dc.date.accessioned.fl_str_mv 2024-01-24T16:52:05Z
dc.date.available.fl_str_mv 2024-01-24T16:52:05Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://hdl.handle.net/10438/34770
url https://hdl.handle.net/10438/34770
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.source.none.fl_str_mv reponame:Repositório Institucional do FGV (FGV Repositório Digital)
instname:Fundação Getulio Vargas (FGV)
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instname_str Fundação Getulio Vargas (FGV)
instacron_str FGV
institution FGV
reponame_str Repositório Institucional do FGV (FGV Repositório Digital)
collection Repositório Institucional do FGV (FGV Repositório Digital)
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