This research explores the perception of customers in Spain about interactions with chatbots as customer service agents and attempts to identify the communicative and marketing factors of success in this interactivity, which is growing in the Broadband Society. To achieve the research objectives, a quantitative methodology is followed through a survey aimed at Spanish clients without distinction of origin. The results show that customers’ perception of the chatbot depends on the context. If the customer’s question or request is simple, the perception is positive; if it is a complex question, the perception is negative. Furthermore, it is observed that the main factors that affect customer perception are quality and context. It is concluded that there is a relationship between the quality of the chatbot and customer satisfaction and it has been identified that the most important facto...

The Silver Generation, the population made up of older adults, in countries like Spain and those in its immediate surroundings, represents a demographic segment in constant growth, as a consequence of the increase in life expectancy, and with an increasingly greater percentage weight on the total population, due to the decrease in the birth rate. The main objective of this work is to know and analyze the characteristics and behaviors of this diverse and heterogeneous demographic profile, which is gradually adapting to the use of new technologies, including their preferences regarding the different channels or media they use, the way they relate to the offering companies and their products and services, as well as their assessment of the effectiveness of current marketing strategies aimed at older people. A quantitative methodology has been used, based on a primary source, a survey carrie...

This research explores the perception of customers in Spain about interactions with chatbots as customer service agents and attempts to identify the communicative and marketing factors of success in this interactivity, which is growing in the Broadband Society. To achieve the research objectives, a quantitative methodology is followed through a survey aimed at Spanish clients without distinction of origin. The results show that customers’ perception of the chatbot depends on the context. If the customer’s question or request is simple, the perception is positive; if it is a complex question, the perception is negative. Furthermore, it is observed that the main factors that affect customer perception are quality and context. It is concluded that there is a relationship between the quality of the chatbot and customer satisfaction and it has been identified that the most important facto...