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A humanização de assistentes virtuais como estratégia de marketing -Um estudo sobre as experiências de relacionamento de empresas que usam assistentes virtuais humanizados
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Orientador(es)
Resumo(s)
Em tempos onde a tecnologia vem sendo cada vez mais presente nas nossas rotinas diárias, a jornada
do cliente não mais se atém ao objetivo de simplesmente concretizar uma compra. Se faz necessário
compreender quais experiências são vivenciadas ao longo da jornada e como poderão colaborar para
a construção de um bom relacionamento entre cliente e empresa, resultando na fidelização do
mesmo. Com os avanços tecnológicos, as empresas estão em uma constante busca para oferecer
atendimentos mais personalizados, o que as impulsionou ao encontro de uma estratégia de assistentes
virtuais que evoluíram de chatbots para influenciadores digitais virtuais nas plataformas
disponibilizadas como canais de comunicação com consumidores. Mesmo que estes canais tenham se
tornado por muitas vezes o principal ou único meio de entrar em contato com a empresa, a forma
como as estratégias do uso de assistentes virtuais são vistas e recebidas pelo público-alvo ainda é um
assunto pouco explorado e documentado. O estudo desta tese tem foco na percepção do consumidor
sobre as experiências de relacionamento com empresas que usam assistentes virtuais com aspectos
humanizados.
In times when technology is increasingly present in our daily lives, the customer journey is no longer limited to the objective of simply making a purchase. It is necessary to understand which experiences are lived along the journey and how they can collaborate to build a good relationship between customer and company, resulting in customer loyalty. With technological advances, companies are in a constant search to offer more personalized services, which has led them to meet a strategy of virtual assistants that have evolved from chatbots to virtual digital influencers on platforms made available as communication channels with consumers. Even though these channels have often become the main or only means of contact with the company, the way in which the strategies for using virtual assistants are seen and received by the target audience is still a subject that is little explored and documented. The study of this thesis focuses on the consumer's perception of relationship experiences with companies that use virtual assistants with humanized aspects.
In times when technology is increasingly present in our daily lives, the customer journey is no longer limited to the objective of simply making a purchase. It is necessary to understand which experiences are lived along the journey and how they can collaborate to build a good relationship between customer and company, resulting in customer loyalty. With technological advances, companies are in a constant search to offer more personalized services, which has led them to meet a strategy of virtual assistants that have evolved from chatbots to virtual digital influencers on platforms made available as communication channels with consumers. Even though these channels have often become the main or only means of contact with the company, the way in which the strategies for using virtual assistants are seen and received by the target audience is still a subject that is little explored and documented. The study of this thesis focuses on the consumer's perception of relationship experiences with companies that use virtual assistants with humanized aspects.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
Palavras-chave
Assistentes virtuais humanização experiência do consumidor marketing Virtual assistants humanization consumer experience SDG 8 - Decent work and economic growth SDG 8 - Trabalho decente e crescimento economico SDG 9 - Industry, innovation and infrastructure SDG 9 - Inovação infraestrutura