The chatbot as a communicative, marketing and business success factor: empirical analysis
Descripción del Articulo
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...
| Autores: | , , , |
|---|---|
| Formato: | artículo |
| Fecha de Publicación: | 2024 |
| Institución: | Universidad de San Martín de Porres |
| Repositorio: | Correspondencias & Análisis |
| Lenguaje: | español |
| OAI Identifier: | oai:ojs2.ojs.correspondenciasyanalisis.com:article/484 |
| Enlace del recurso: | http://ojs.correspondenciasyanalisis.com/index.php/Journalcya/article/view/484 |
| Nivel de acceso: | acceso abierto |
| Materia: | chatbot interactividad comunicación marketing empresa |
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The chatbot as a communicative, marketing and business success factor: empirical analysis El chatbot como factor de éxito comunicativo, de marketing y empresarial: análisis empírico |
| title |
The chatbot as a communicative, marketing and business success factor: empirical analysis |
| spellingShingle |
The chatbot as a communicative, marketing and business success factor: empirical analysis Fondevila Gascón, Joan Francesc chatbot interactividad comunicación marketing empresa |
| title_short |
The chatbot as a communicative, marketing and business success factor: empirical analysis |
| title_full |
The chatbot as a communicative, marketing and business success factor: empirical analysis |
| title_fullStr |
The chatbot as a communicative, marketing and business success factor: empirical analysis |
| title_full_unstemmed |
The chatbot as a communicative, marketing and business success factor: empirical analysis |
| title_sort |
The chatbot as a communicative, marketing and business success factor: empirical analysis |
| dc.creator.none.fl_str_mv |
Fondevila Gascón, Joan Francesc Huamanchumo, Abigail Martín Guart, Ramon Gutiérrez Aragón, Óscar |
| author |
Fondevila Gascón, Joan Francesc |
| author_facet |
Fondevila Gascón, Joan Francesc Huamanchumo, Abigail Martín Guart, Ramon Gutiérrez Aragón, Óscar |
| author_role |
author |
| author2 |
Huamanchumo, Abigail Martín Guart, Ramon Gutiérrez Aragón, Óscar |
| author2_role |
author author author |
| dc.subject.none.fl_str_mv |
chatbot interactividad comunicación marketing empresa |
| topic |
chatbot interactividad comunicación marketing empresa |
| description |
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 factor for the consumer when interacting with a chatbot is effectiveness. |
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2024 |
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2024-04-15 |
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info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
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article |
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publishedVersion |
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http://ojs.correspondenciasyanalisis.com/index.php/Journalcya/article/view/484 10.24265/cian.2024.n19.02 |
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http://ojs.correspondenciasyanalisis.com/index.php/Journalcya/article/view/484 |
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10.24265/cian.2024.n19.02 |
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spa |
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spa |
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http://ojs.correspondenciasyanalisis.com/index.php/Journalcya/article/view/484/1000 /*ref*/Apple Newsroom (2011). Apple Launches iPhone 4S, iOS 5 & iCloud. https://www.apple.com/newsroom/2011/10/04Apple-Launches-iPhone-4S-iOS-5-iCloud/ <consultado el 31-12-2023> /*ref*/Araújo, T., & Casais, B. (2020). Customer Acceptance of Shopping-Assistant Chatbots. En: Rocha Á., Reis J., Peter M., Bogdanović Z. (eds) Marketing and Smart Technologies. Smart Innovation, Systems and Technologies, 167. Springer, Singapore. https://doi.org/10.1007/978-981-15-1564-4_26 /*ref*/Breazeal, C. (2004). Designing sociable robots. MIT Press. /*ref*/Brüggemeier, B. y Lalone, P. (2022). Perceptions and reactions to conversational privacy initiated by a conversational user interface. Comput. Speech Lang., 71, 101269. /*ref*/Candela, E. (2019). Consumers' percepción and attitude towards chatbots adoption. A focus on the Italian market. Aalborg University. /*ref*/Computer Generated Solutions Inc. (2019). Chatbots and Channels. CGS. /*ref*/Crosas Batista, M. y Mora Ayala, E. (2022). La era de los asistentes conversacionales. Editorial UOC. /*ref*/De Cicco, R., Silva, S.C. and Alparone, F.R. (2020). Millennials' attitude toward chatbots: an experimental study in a social relationship perspective. International Journal of Retail & Distribution Management, 48(11), 1213-1233. https://doi.org/10.1108/IJRDM-12-2019-0406 /*ref*/DeLone, W. H., y McLean, E. R. (2003). The DeLone and McLean model of information systems success: a ten-year update. Journal of Management Information Systems, 19(4), 9-30. /*ref*/DeLone, W., y McLean, E. (1992). Information Systems Success: The Quest for the Dependent Variable. Information Systems Research, 3(1), 60-95. https://doi.org/10.1287/isre.3.1.60 /*ref*/Eren, B.A. (2021). Determinants of customer satisfaction in chatbot use: evidence from a banking application in Turkey. International Journal of Bank Marketing, 39(2), 294-311. https://doi.org/10.1108/IJBM-02-2020-0056 /*ref*/Fondevila-Gascón, J.-F. (2010). El cloud journalism: un nuevo concepto de producción para el periodismo del siglo XXI. Observatorio (OBS*) Journal, 4(1), 19-35. /*ref*/Fondevila-Gascón, J.-F. (2013). Periodismo ciudadano y cloud journalism: un flujo necesario en la Sociedad de la Banda Ancha. Comunicación y Hombre, 9, 25-41. https://doi.org/10.32466/eufv-cyh.2013.9.163.25-41 /*ref*/Fondevila-Gascón, J.-F., Lopez-Lopez, D., Puiggròs, E., Pérez-Cubero, P. (2023). On the Capture and Use of Private Conversations on Mobile Phones for Marketing Purposes: A Case in the Tourism Sector. Advances in Digital Marketing and eCommerce, 185-215. /*ref*/Gansser, O. A., & Reich, C. S. (2021). A new acceptance model for artificial intelligence with extensions to UTAUT2: An empirical study in three segments of application. Technology in Society, 65, 101535. /*ref*/Haptik (2022). Conversational AI in Fintech Annual Report 2021. Haptik. /*ref*/Hjerpbakk, A., Hopland, A. M., Høyland, S. E., Kirknes, A., y Nylund, M. E. (2021). Perception of chatbots in customer service. NTNU. /*ref*/IBM (2020). Natural Language Processing. IBM. /*ref*/IBM (2022). Deep Blue. IBM. /*ref*/Jain, M., Kumar, P., Kota, R. y Patel, S. (2018). Evaluating and Informing the Design of Chatbots. Proceedings of the 2018 Designing Interactive Systems Conference, 895-906. https://doi.org/10.1145/3196709.3196735 /*ref*/Jenneboer, L., Herrando, C. y Constantinides, E. (2022). The Impact of Chatbots on Customer Loyalty: A Systematic Literature Review. Journal of Theoretical and Applied Electronic Commerce Research, 17(1), 212–229. https://doi.org/10.3390/jtaer17010011 /*ref*/Jimenez Flores, V. J., Jimenez Flores, O. J., Jimenez Flores, J. C., Jimenez Castilla, J. U. (2019). Entidad conversacional de inteligencia artificial y calidad del servicio percibido por estudiantes de la Universidad José Carlos Mariátegui Filial Tacna. Revista Ciencia y Tecnología para el Desarrollo, 5(9), 19-26. /*ref*/Kasilingam, D. L. (2020). Understanding the attitude and intention to use smartphone chatbots for shopping. Technology in Society, 62, https://doi.org/10.1016/j.techsoc.2020.101280 /*ref*/Juniper Research (2017). Chatbot Conversations to deliver $8 billion in Cost savings by 2022. Juniper Research. /*ref*/King, D. (1997). Kasparov v Deeper Blue. Batsford. /*ref*/Kristensen, K., Martensen, A., y Gronholdt, L. (1999). Measuring the impact of buying behaviour on customer satisfaction. Total Quality Management, 10(4-5), 602-614. /*ref*/Kvale, K., Freddi, E., Hodnebrog, S., Sell, O. A., y Følstad, A. (2020). Understanding the user experience of customer service chatbots: what can we learn from customer satisfaction surveys? International Workshop on Chatbot Research and Design, 205-218. /*ref*/Lally, A. y Fodor, P. (2011). Natural language processing with prolog in the IBM Watson system. The Association for Logic Programming (ALP) Newsletter, 9. /*ref*/Lester, J., Branting, K. y Mott, B. (2004). Conversational agents. The Practical Handbook of Internet Computing, 220-240. /*ref*/Live Person (2022). How consumers view bots in customer care. Live Person. /*ref*/McGuire, B. (2006). The Turing Test. En University of Washington, The History of Artificial Intelligence (pp. 5-9). University of Washington. /*ref*/McKinney, V., Yoon, K., y Zahedi, F. M. (2002). The measurement of web-customer satisfaction: An expectation and disconfirmation approach. Information Systems Research, 13(3), 296-315. /*ref*/Melián-González, S., Gutiérrez-Taño, D. & Bulchand-Gidumal, J. (2021). Predicting the intentions to use chatbots for travel and tourism. Current Issues in Tourism, 24(2), 192-210, https://doi.org/10.1080/13683500.2019.1706457 /*ref*/Nicolescu, L., & Tudorache, M. T. (2022). Human-Computer Interaction in Customer Service: The Experience with AI Chatbots: A Systematic Literature Review. Electronics, 11(10), 1579. http://dx.doi.org/10.3390/electronics11101579 /*ref*/Oliver, R. L. (2010). Customer satisfaction. Wiley international encyclopedia of marketing. /*ref*/Rouhiainen, L. (2019). Inteligencia artificial. Alienta Editorial. /*ref*/Segoro, W. y Limakrisna, N. (2020). Model of customer satisfaction and loyality. Utopía y Praxis Latinoamericana, 25(1), 166-175. /*ref*/Shah, H. (2011). Turing's misunderstood imitation game and IBM's Watson success. In Keynote in 2nd Towards a Comprehensive Intelligence test (TCIT) symposium. AISB. /*ref*/Shammut, M. (2020). Driverless Cars: A Historical Overview. Massey University. /*ref*/Turing, A. (1950). Computing machinery and intelligence. Mind, LIX (236), 433-460. /*ref*/Tse, D. K., y Wilton, P. C. (1988). Models of Consumer Satisfaction Formation: An Extension. Journal of Marketing Research, 25(2), 204–212. https://doi.org/10.1177/002224378802500209 /*ref*/Yüksel, A. y Yüksel, F. (2001). The expectancy-disconfirmation paradigm: a critique. Journal of Hospitality & Tourism Research, 25(2), 107-131. |
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The chatbot as a communicative, marketing and business success factor: empirical analysisEl chatbot como factor de éxito comunicativo, de marketing y empresarial: análisis empíricoFondevila Gascón, Joan FrancescHuamanchumo, AbigailMartín Guart, RamonGutiérrez Aragón, ÓscarchatbotinteractividadcomunicaciónmarketingempresaThis 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 factor for the consumer when interacting with a chatbot is effectiveness.Esta investigación explora la percepción de los clientes en España sobre las interacciones con chatbots como agentes de atención al cliente, e intenta identificar los factores comunicativos y de marketing de éxito en esa interactividad, creciente en la Sociedad de la Banda Ancha. Con el fin de lograr los objetivos de la investigación, se sigue una metodología cuantitativa, mediante una encuesta dirigida a clientes españoles sin distinción de origen. Los resultados demuestran que supercepción sobre el chatbot depende del contexto. Si la pregunta o la solicitud del cliente es sencilla, la percepción es positiva; si, por el contrario, se trata de una pregunta compleja, la percepción es negativa. Además, se observa que los factores principales que afectan a la percepción de los clientes son la calidad y el contexto. Se concluye que existe una relación entre la calidad del chatbot y la satisfacción del cliente, y se identifica que el factor más importante para el consumidor en el momento de interactuar con un chatbot es la efectividad.Universidad San Martín de Porres. Escuela Profesional de Ciencias de la Comunicación. Instituto de Investigación2024-04-15info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttp://ojs.correspondenciasyanalisis.com/index.php/Journalcya/article/view/48410.24265/cian.2024.n19.02Correspondences & Analysis; No 19 (2024): Correspondences & analysis N°19 2024 (january - june); 47-70Correspondencias & análisis; Núm. 19 (2024): Correspondencias & análisis N°19 2024 (enero - junio); 47-702304-22652224-235Xreponame:Correspondencias & Análisisinstname:Universidad de San Martín de Porresinstacron:USMPspahttp://ojs.correspondenciasyanalisis.com/index.php/Journalcya/article/view/484/1000/*ref*/Apple Newsroom (2011). Apple Launches iPhone 4S, iOS 5 & iCloud. https://www.apple.com/newsroom/2011/10/04Apple-Launches-iPhone-4S-iOS-5-iCloud/ <consultado el 31-12-2023>/*ref*/Araújo, T., & Casais, B. (2020). Customer Acceptance of Shopping-Assistant Chatbots. En: Rocha Á., Reis J., Peter M., Bogdanović Z. (eds) Marketing and Smart Technologies. Smart Innovation, Systems and Technologies, 167. Springer, Singapore. https://doi.org/10.1007/978-981-15-1564-4_26/*ref*/Breazeal, C. (2004). Designing sociable robots. MIT Press./*ref*/Brüggemeier, B. y Lalone, P. (2022). Perceptions and reactions to conversational privacy initiated by a conversational user interface. Comput. Speech Lang., 71, 101269./*ref*/Candela, E. (2019). Consumers' percepción and attitude towards chatbots adoption. A focus on the Italian market. Aalborg University./*ref*/Computer Generated Solutions Inc. (2019). Chatbots and Channels. CGS./*ref*/Crosas Batista, M. y Mora Ayala, E. (2022). La era de los asistentes conversacionales. Editorial UOC./*ref*/De Cicco, R., Silva, S.C. and Alparone, F.R. (2020). Millennials' attitude toward chatbots: an experimental study in a social relationship perspective. International Journal of Retail & Distribution Management, 48(11), 1213-1233. https://doi.org/10.1108/IJRDM-12-2019-0406/*ref*/DeLone, W. H., y McLean, E. R. (2003). The DeLone and McLean model of information systems success: a ten-year update. Journal of Management Information Systems, 19(4), 9-30./*ref*/DeLone, W., y McLean, E. (1992). Information Systems Success: The Quest for the Dependent Variable. Information Systems Research, 3(1), 60-95. https://doi.org/10.1287/isre.3.1.60/*ref*/Eren, B.A. (2021). Determinants of customer satisfaction in chatbot use: evidence from a banking application in Turkey. International Journal of Bank Marketing, 39(2), 294-311. https://doi.org/10.1108/IJBM-02-2020-0056/*ref*/Fondevila-Gascón, J.-F. (2010). El cloud journalism: un nuevo concepto de producción para el periodismo del siglo XXI. Observatorio (OBS*) Journal, 4(1), 19-35./*ref*/Fondevila-Gascón, J.-F. (2013). Periodismo ciudadano y cloud journalism: un flujo necesario en la Sociedad de la Banda Ancha. Comunicación y Hombre, 9, 25-41. https://doi.org/10.32466/eufv-cyh.2013.9.163.25-41/*ref*/Fondevila-Gascón, J.-F., Lopez-Lopez, D., Puiggròs, E., Pérez-Cubero, P. (2023). On the Capture and Use of Private Conversations on Mobile Phones for Marketing Purposes: A Case in the Tourism Sector. Advances in Digital Marketing and eCommerce, 185-215./*ref*/Gansser, O. A., & Reich, C. S. (2021). A new acceptance model for artificial intelligence with extensions to UTAUT2: An empirical study in three segments of application. Technology in Society, 65, 101535./*ref*/Haptik (2022). Conversational AI in Fintech Annual Report 2021. Haptik./*ref*/Hjerpbakk, A., Hopland, A. M., Høyland, S. E., Kirknes, A., y Nylund, M. E. (2021). Perception of chatbots in customer service. NTNU./*ref*/IBM (2020). Natural Language Processing. IBM./*ref*/IBM (2022). Deep Blue. IBM./*ref*/Jain, M., Kumar, P., Kota, R. y Patel, S. (2018). Evaluating and Informing the Design of Chatbots. Proceedings of the 2018 Designing Interactive Systems Conference, 895-906. https://doi.org/10.1145/3196709.3196735/*ref*/Jenneboer, L., Herrando, C. y Constantinides, E. (2022). The Impact of Chatbots on Customer Loyalty: A Systematic Literature Review. Journal of Theoretical and Applied Electronic Commerce Research, 17(1), 212–229. https://doi.org/10.3390/jtaer17010011/*ref*/Jimenez Flores, V. J., Jimenez Flores, O. J., Jimenez Flores, J. C., Jimenez Castilla, J. U. (2019). Entidad conversacional de inteligencia artificial y calidad del servicio percibido por estudiantes de la Universidad José Carlos Mariátegui Filial Tacna. Revista Ciencia y Tecnología para el Desarrollo, 5(9), 19-26./*ref*/Kasilingam, D. L. (2020). Understanding the attitude and intention to use smartphone chatbots for shopping. Technology in Society, 62, https://doi.org/10.1016/j.techsoc.2020.101280/*ref*/Juniper Research (2017). Chatbot Conversations to deliver $8 billion in Cost savings by 2022. Juniper Research./*ref*/King, D. (1997). Kasparov v Deeper Blue. Batsford./*ref*/Kristensen, K., Martensen, A., y Gronholdt, L. (1999). Measuring the impact of buying behaviour on customer satisfaction. Total Quality Management, 10(4-5), 602-614./*ref*/Kvale, K., Freddi, E., Hodnebrog, S., Sell, O. A., y Følstad, A. (2020). Understanding the user experience of customer service chatbots: what can we learn from customer satisfaction surveys? International Workshop on Chatbot Research and Design, 205-218./*ref*/Lally, A. y Fodor, P. (2011). Natural language processing with prolog in the IBM Watson system. The Association for Logic Programming (ALP) Newsletter, 9./*ref*/Lester, J., Branting, K. y Mott, B. (2004). Conversational agents. The Practical Handbook of Internet Computing, 220-240./*ref*/Live Person (2022). How consumers view bots in customer care. Live Person./*ref*/McGuire, B. (2006). The Turing Test. En University of Washington, The History of Artificial Intelligence (pp. 5-9). University of Washington./*ref*/McKinney, V., Yoon, K., y Zahedi, F. M. (2002). The measurement of web-customer satisfaction: An expectation and disconfirmation approach. Information Systems Research, 13(3), 296-315./*ref*/Melián-González, S., Gutiérrez-Taño, D. & Bulchand-Gidumal, J. (2021). Predicting the intentions to use chatbots for travel and tourism. Current Issues in Tourism, 24(2), 192-210, https://doi.org/10.1080/13683500.2019.1706457/*ref*/Nicolescu, L., & Tudorache, M. T. (2022). Human-Computer Interaction in Customer Service: The Experience with AI Chatbots: A Systematic Literature Review. Electronics, 11(10), 1579. http://dx.doi.org/10.3390/electronics11101579/*ref*/Oliver, R. L. (2010). Customer satisfaction. Wiley international encyclopedia of marketing./*ref*/Rouhiainen, L. (2019). Inteligencia artificial. Alienta Editorial./*ref*/Segoro, W. y Limakrisna, N. (2020). Model of customer satisfaction and loyality. Utopía y Praxis Latinoamericana, 25(1), 166-175./*ref*/Shah, H. (2011). Turing's misunderstood imitation game and IBM's Watson success. In Keynote in 2nd Towards a Comprehensive Intelligence test (TCIT) symposium. AISB./*ref*/Shammut, M. (2020). Driverless Cars: A Historical Overview. Massey University./*ref*/Turing, A. (1950). Computing machinery and intelligence. Mind, LIX (236), 433-460./*ref*/Tse, D. K., y Wilton, P. C. (1988). Models of Consumer Satisfaction Formation: An Extension. Journal of Marketing Research, 25(2), 204–212. https://doi.org/10.1177/002224378802500209/*ref*/Yüksel, A. y Yüksel, F. (2001). The expectancy-disconfirmation paradigm: a critique. Journal of Hospitality & Tourism Research, 25(2), 107-131.Derechos de autor 2024 Joan-Francesc Fondevila-Gascón, Abigail Huamanchumo, Ramon Martín-Guart, Óscar Gutiérrez-Aragónhttps://creativecommons.org/licenses/by/4.0/info:eu-repo/semantics/openAccessoai:ojs2.ojs.correspondenciasyanalisis.com:article/4842024-04-19T14:26:26Z |
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13.92127 |
Nota importante:
La información contenida en este registro es de entera responsabilidad de la institución que gestiona el repositorio institucional donde esta contenido este documento o set de datos. El CONCYTEC no se hace responsable por los contenidos (publicaciones y/o datos) accesibles a través del Repositorio Nacional Digital de Ciencia, Tecnología e Innovación de Acceso Abierto (ALICIA).
La información contenida en este registro es de entera responsabilidad de la institución que gestiona el repositorio institucional donde esta contenido este documento o set de datos. El CONCYTEC no se hace responsable por los contenidos (publicaciones y/o datos) accesibles a través del Repositorio Nacional Digital de Ciencia, Tecnología e Innovación de Acceso Abierto (ALICIA).
