Inter-industry analysis of the impacts and attitudes of a chat versus human representative

• Autor(a) principal: Diogo, Diogo de Bernardes Henriques e Almeida
• Data de Publicação: 2018
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/25320
• topic: Chat; Chatbot; Automation; Digital; Experience; Automação; Experiência; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

Technology disruptions are known to keep on changing the way people interact with brands thus contributing to experiences that may or may not lead to better events if companies don’t invest on understanding the critical pain points in the consumer journey. The aim of this dissertation is to understand the impacts that the implementation of a chat has on the user and compare this effect with the outcome that traditional agents have for similar situations, leading to an observation if there are differences when satisfying a need through digital or physical instruments. Other objects of research include investigating which are the drivers that lead to a better consumer experience through chat coupled with understanding which are the attributes that makes the software unique from all other platforms and which retract the acceptance. To finish, it is studied which are the current attitudes towards the inevitable diffusion of chatbots. It was possible to conclude that for low involvement situations chat leads to underperforming valuations of loyalty, that the drivers of a satisfying experience are focused on the outcome whereas to foster loyalty it additionally needs to transmit sincerity, that the value added of this channel is its convenience and communication style although the impersonality and technical difficulties may repeal users and the sample is not yet comfortable with the upcoming of chatbots.