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Technology-infused Organizational Frontlines: When (Not) to Use Chatbots in Retailing to Promote Customer Engagement

Retail Futures

ISBN: 978-1-83867-664-3, eISBN: 978-1-83867-663-6

Publication date: 7 October 2020

Abstract

Learning Outcomes

  • Connecting with customers at the organizational frontline is not only a matter of transaction but is also a matter of emotional connection

  • Customers interact with retailers to seek social contact in order to recover their affective and cognitive balance

  • Chatbots are well suited to resolve simple problems; they keep social interactions simple, and they provide cognitive clarity and personalized answers without engaging customers in socioaffective interactions

  • Chatbots must develop the ability to read customers' emotions in order to identify the exact point at which the conversation must be managed by a human agent

Keywords

Citation

Lajante, M. and Del Prete, M. (2020), "Technology-infused Organizational Frontlines: When (Not) to Use Chatbots in Retailing to Promote Customer Engagement", Pantano, E. (Ed.) Retail Futures, Emerald Publishing Limited, Leeds, pp. 71-84. https://doi.org/10.1108/978-1-83867-663-620201011

Publisher

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Emerald Publishing Limited

Copyright © 2020 Emerald Publishing Limited