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Publicação
The influence of chatbot-based services on customer satisfaction
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Orientador(es)
Resumo(s)
This research investigates the impact of AI-driven chatbots on customer satisfaction,
loyalty, and purchase intentions, focusing on their role in modern customer service. Chatbots,
equipped with advanced capabilities such as natural language processing and machine
learning, have become essential tools for automating customer interactions, providing 24/7
support, and enhancing service efficiency. However, their effectiveness in meeting customer
expectations and addressing concerns about their impersonal nature remains underexplored.
This study examines key factors influencing customer satisfaction, including information
quality, problem-solving ability, understanding humanness, anthropomorphism, perceived
contingency and response humanness. A quantitative approach, using survey data from 282
participants, was employed to analyze these elements and their effects on satisfaction,
loyalty, and purchase intentions. The findings reveal that high-quality, relevant, and
personalized chatbot interactions significantly enhance user satisfaction, which in turn fosters
loyalty and drives purchasing behavior. The study underscores the importance of improving
chatbot design to better simulate human interaction, address consumer skepticism, and
optimize the customer experience. These insights contribute to a deeper understanding of
how AI technologies can be leveraged to meet evolving consumer needs in digital
environments.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
Chatbots Artificial intelligence Information quality Problem-solving Consumer–brand interaction Customer satisfaction Consumer behavior Anthropomorphism Service experience Loyalty SDG 8 - Decent work and economic growth