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1 – 10 of 315
Open Access
Article
Publication date: 15 February 2024

Angelo Ranieri, Irene Di Bernardo and Cristina Mele

Service research offering a view of both the dark and bright sides of smart technology remains scarce. This paper embraces a critical perspective and examines the conflicting…

1161

Abstract

Purpose

Service research offering a view of both the dark and bright sides of smart technology remains scarce. This paper embraces a critical perspective and examines the conflicting outcomes of smart services on the customer experience (CX), with a specific focus on chatbots.

Design/methodology/approach

This study uses empirical research methods to examine a single case study where an online retail service provider implemented a chatbot for customer service. Using discourse analysis, we analysed 7,167 conversations between customers and the chatbot over a two-year period.

Findings

The analysis identifies seven general themes related to the effects of the chatbot on CX: interaction quality, information gathering, procedure literacy, task achievement, digital trust, shopping stress and shopping journey. We illuminate both positive (i.e. having a pleasant interaction, providing information, knowing procedures, improving tasks, increasing trust, reducing stress and completing the journey) and negative outcomes (i.e. having an unpleasant interaction, increasing confusion, ignoring procedures, worsening tasks, reducing trust, increasing stress and abandoning the journey).

Originality/value

The paper develops a comprehensive framework to offer a clearer view of chatbots as smart services in customer care. It delves into the conflicting effects of chatbots on CX by examining them through relational, cognitive, affective and behavioural dimensions.

Details

Journal of Service Theory and Practice, vol. 34 no. 2
Type: Research Article
ISSN: 2055-6225

Keywords

Open Access
Article
Publication date: 30 August 2022

Francesca Magno and Giovanna Dossena

Many firms are investing in digital services to improve customer experiences. Virtual service agents, or “e-service agents” (“e-agents”) such as chatbots, are examples of these…

5390

Abstract

Purpose

Many firms are investing in digital services to improve customer experiences. Virtual service agents, or “e-service agents” (“e-agents”) such as chatbots, are examples of these efforts. Chatbots are types of virtual-assistant software programs that interact with users through speech or text. This paper aims to investigate whether the perceived hedonic and utilitarian attributes of chatbots can influence customer satisfaction and, consequently, their relationships with brands.

Design/methodology/approach

Data were collected through a questionnaire-based survey among a sample of Italian consumers. A convenience sampling technique was used. Data were then analyzed through Partial Least Squares Structural Equation Modeling to provide a prediction-oriented model assessment. The findings were then complemented with an importance–performance map analysis (IPMA) to gain more detailed insights and actionable guidelines for managers.

Findings

The findings highlighted that the perceived hedonic and utilitarian attributes of chatbots positively influenced customer satisfaction and improved customer relationships with the brands. However, the IMPA highlighted that the performance levels of two most important attributes – system quality and experience with chatbot – could be improved resulting in additional improvements of customer satisfaction.

Practical implications

This study suggests the importance of firms’ investments in and adoption of e-agents to strengthen consumer–brand relationships and of considering both the hedonic and utilitarian attributes of their e-agents.

Originality/value

This article attempts to enrich and consolidate the growing body of literature concerning the impacts of new technologies – and, specifically, chatbots – in service marketing.

Details

The TQM Journal, vol. 35 no. 5
Type: Research Article
ISSN: 1754-2731

Keywords

Open Access
Article
Publication date: 7 November 2022

Jorge Cordero, Luis Barba-Guaman and Franco Guamán

This research work aims to arise from developing new communication channels for customer service in micro, small and medium enterprises (MSMEs), such as chatbots. In particular…

4500

Abstract

Purpose

This research work aims to arise from developing new communication channels for customer service in micro, small and medium enterprises (MSMEs), such as chatbots. In particular, the results of the usability testing of three chatbots implemented in MSMEs are presented.

Design/methodology/approach

The methodology employed includes participants, chatbot development platform, research methodology, software development methodology and usability test to contextualize the study's results.

Findings

Based on the results obtained from the System Usability Scale (SUS) and considering the accuracy of the chatbot's responses, it is concluded that the level of satisfaction in using chatbots is high; therefore, if the chatbot is well integrated with the communication systems/channels of the MSMEs, the client receives an excellent, fast and efficient service.

Originality/value

The paper analyzes chatbots for customer service and presents the usability testing results of three chatbots implemented in MSMEs.

Details

Applied Computing and Informatics, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2634-1964

Keywords

Open Access
Article
Publication date: 8 March 2023

Fawaz Qasem, Mukhtar Ghaleb, Hassan Saleh Mahdi, Ahmed Al Khateeb and Hind Al Fadda

Based on an experimental study on English for Specific Purposes (ESP) students, at the Business Department at the University of Bisha, the purpose of the study is to examine the…

3118

Abstract

Purpose

Based on an experimental study on English for Specific Purposes (ESP) students, at the Business Department at the University of Bisha, the purpose of the study is to examine the effect of chatbot use on learning ESP in online classrooms during COVID-19 and find out how Dialogflow chabot can be a useful and interactive online platform to help ESP learners in learning vocabulary well.

Design/methodology/approach

The research paper is based on an experimental study of two groups, an experiential group and a controlled group. Two tests were carried out. Pre-tests and post-test of vocabulary knowledge were conducted for both groups to explore the usefulness of using the Dialogflow chatbot in learning ESP vocabulary. A designed chatbot content was prepared and included all the vocabulary details related to words' synonyms and a brief explanation of words’ meanings. An informal interview is another tool used in the study. The purpose of using the interview with the participants was to elicit more data from the participants about using the chatbot and about how and in what aspects chatbot using the conversational program was useful and productive.

Findings

The findings of the study explored that the use of chatbots plays a major role in enhancing and learning ESP vocabulary. That was clear as the results showed that the students who used the chatbot Dialogflow in the experimental group outperformed their counterparts in the control group.

Research limitations/implications

The study displays an important pedagogical implication as the use of chatbots could be applied in several settings to improve language learning in general or learning ESP courses in particular. Chatbot creates an interesting environment to foster build good interactions where negotiation of meaning takes place clearly seems to be of great benefit to help learners advance in their L2 lexical development.

Originality/value

Examining and exploring whether the use of chatbots plays a major role in enhancing and learning ESP vocabulary in English as Foreign Language setting.

Details

Saudi Journal of Language Studies, vol. 3 no. 2
Type: Research Article
ISSN: 2634-243X

Keywords

Open Access
Article
Publication date: 5 July 2022

Paraskevi Gatzioufa and Vaggelis Saprikis

Despite the fact that chatbots have been largely adopted for the last few years, a comprehensive literature review research focusing on the intention of individuals to adopt…

8543

Abstract

Purpose

Despite the fact that chatbots have been largely adopted for the last few years, a comprehensive literature review research focusing on the intention of individuals to adopt chatbots is rather scarce. In this respect, the present paper attempts a literature review investigation of empirical studies focused on the specific issue in nine scientific databases during 2017-2021. Specifically, it aims to classify extant empirical studies which focus on the context of individuals' adoption intention toward chatbots.

Design/methodology/approach

The research is based on PRISMA methodology, which revealed a total of 39 empirical studies examining users' intention to adopt and utilize chatbots.

Findings

After a thorough investigation, distinct categorization criteria emerged, such as research field, applied theoretical models, research types, methods and statistical measures, factors affecting intention to adopt and further use chatbots, the countries/continents where these surveys took place as well as relevant research citations and year of publication. In addition, the paper highlights research gaps in the examined issue and proposes future research directions in such a promising information technology solution.

Originality/value

As far as the authors are concerned, there has not been any other comprehensive literature review research to focus on examining previous empirical studies of users' intentions to adopt and use chatbots on the aforementioned period. According to the authors' knowledge, the present paper is the first attempt in the field which demonstrates broad literature review data of relevant empirical studies.

Details

Applied Computing and Informatics, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2634-1964

Keywords

Open Access
Article
Publication date: 18 March 2022

Brighton Nyagadza, Asphat Muposhi, Gideon Mazuruse, Tendai Makoni, Tinashe Chuchu, Eugine T. Maziriri and Anyway Chare

The purpose of this article is to investigate the factors that explain the reasons why customers may be willing to use chatbots in Zimbabwe as an e-banking customer service…

2769

Abstract

Purpose

The purpose of this article is to investigate the factors that explain the reasons why customers may be willing to use chatbots in Zimbabwe as an e-banking customer service gateway, an area that remains under researched.

Design/methodology/approach

The research study applied a cross-sectional survey of 430 customers from five selected commercial banks conducted in Harare, the capital city of Zimbabwe. Hypotheses were tested using structural equation modelling.

Findings

The research study showed that a counterintuitive intention to use chatbots is directly affected by chatbots' expected performance, the habit of using them and other factors.

Research limitations/implications

To better appreciate the current research concept, there is a need to replicate the same study in other contexts to enhance generalisability.

Practical implications

Chatbots are a trending new technology and are starting to be increasingly adopted by banks and they have to consider that customers need to get used to them.

Originality/value

This study contributes to bridging the knowledge gap as it investigates the factors that explain why bank customers may be willing to use chatbots in five selected commercial Zimbabwean banks. This is a pioneering study in the context of a developing economy such as Zimbabwe.

Details

PSU Research Review, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2399-1747

Keywords

Open Access
Article
Publication date: 8 July 2020

Roberta De Cicco, Susana C. Silva and Francesca Romana Alparone

Chatbots represent an innovative channel for retailers to meet young customers' needs anywhere and at any time. Being an emergent technology, however, it is important to…

15678

Abstract

Purpose

Chatbots represent an innovative channel for retailers to meet young customers' needs anywhere and at any time. Being an emergent technology, however, it is important to investigate more thoroughly how users perceive it, and which are the variables that enhance a positive attitude towards this technology. On this premise, this study applies a social relationship perspective to the design of chatbots addressed to younger consumers.

Design/methodology/approach

The study adopts a between-participants factorial design to investigate the effects of visual cues (avatar presence vs avatar absence) and interaction styles (social-oriented vs task-oriented) on social presence and how this, in turn, enhances millennials' perceived enjoyment, trust and, ultimately, attitude towards the chatbot. A survey experiment was employed to conduct the study on data collected from 193 Italian millennials.

Findings

The results show that applying a social-oriented interaction style increases users' perception of social presence, while an insignificant effect was found for avatar presence. The partial least square structural equation modeling (PLS-SEM) analysis further confirms the hypothesised model.

Originality/value

The adoption of new digital technologies such as chatbots is likely to have a far reaching effect on retailers, consumers, employees and society. For this reason, a broad understanding of the phenomenon is needed. To the best of our knowledge, this is the first study to provide results from an experimental design in which both interaction style (social- vs task-oriented) and avatar (presence vs absence) of a chatbot are manipulated to directly explore social presence and its effect on trust, perceived enjoyment and millennials' attitude towards a chatbot applied for retailing purposes.

Details

International Journal of Retail & Distribution Management, vol. 48 no. 11
Type: Research Article
ISSN: 0959-0552

Keywords

Open Access
Article
Publication date: 3 May 2022

Lorentsa Gkinko and Amany Elbanna

Information Systems research on emotions in relation to using technology largely holds essentialist assumptions about emotions, focuses on negative emotions and treats technology…

8573

Abstract

Purpose

Information Systems research on emotions in relation to using technology largely holds essentialist assumptions about emotions, focuses on negative emotions and treats technology as a token or as a black box, which hinders an in-depth understanding of distinctions in the emotional experience of using artificial intelligence (AI) technology in context. This research focuses on understanding employees' emotional experiences of using an AI chatbot as a specific type of AI system that learns from how it is used and is conversational, displaying a social presence to users. The research questions how and why employees experience emotions when using an AI chatbot, and how these emotions impact its use.

Design/methodology/approach

An interpretive case study approach and an inductive analysis were adopted for this study. Data were collected through interviews, documents review and observation of use.

Findings

The study found that employee appraisals of chatbots were influenced by the form and functional design of the AI chatbot technology and its organisational and social context, resulting in a wider repertoire of appraisals and multiple emotions. In addition to positive and negative emotions, users experienced connection emotions. The findings show that the existence of multiple emotions can encourage continued use of an AI chatbot.

Originality/value

This research extends information systems literature on emotions by focusing on the lived experiences of employees in their actual use of an AI chatbot, while considering its characteristics and its organisational and social context. The findings inform the emerging literature on AI.

Open Access
Article
Publication date: 3 June 2020

Salla Syvänen and Chiara Valentini

The purpose of this study is to review the extant literature on chatbots and stakeholder interactions to identify major trends and shed light on knowledge gaps.

4951

Abstract

Purpose

The purpose of this study is to review the extant literature on chatbots and stakeholder interactions to identify major trends and shed light on knowledge gaps.

Design/methodology/approach

A systematic literature review was conducted combining qualitative and quantitative approaches. A code book based on early systematic literature reviews was developed and used to extract information from 62 discrete peer-reviewed English articles. An inductive approach was used to analyse definitions of chatbots, topics, metrics, perspectives and implications.

Findings

Chatbots have been studied by many different disciplines, but not much from organizational, stakeholder and corporate communication perspectives. Existing studies focus on the technical developments of chatbots and chatbot language and conversations skills. Research has remained anchored at the micro-level understanding of the phenomenon, that is, the nature of chatbots, but has not yet taken into consideration the meso (organizational) or macro (societal) levels.

Research limitations/implications

This study focused only on academic peer-reviewed papers in English and excluded conference proceeding, books, book chapters and editorials that may have offered other important and relevant reflections. The limited number of studies in communication-related disciplines shows that corporate communication scholars could contribute more to the discussion of chatbot–stakeholder interactions.

Originality/value

This is the first research in the field of corporate communication that examines organizational chatbot–stakeholder interactions. Results of this review offer important information on chatbots' organizational capabilities and affordances, which, arguably, must be taken into consideration when stakeholder engagement strategies are set.

Details

Journal of Communication Management, vol. 24 no. 4
Type: Research Article
ISSN: 1363-254X

Keywords

Content available
Article
Publication date: 17 June 2021

Nika Mozafari, Welf H. Weiger and Maik Hammerschmidt

Chatbots are increasingly prevalent in the service frontline. Due to advancements in artificial intelligence, chatbots are often indistinguishable from humans. Regarding the…

7160

Abstract

Purpose

Chatbots are increasingly prevalent in the service frontline. Due to advancements in artificial intelligence, chatbots are often indistinguishable from humans. Regarding the question whether firms should disclose their chatbots' nonhuman identity or not, previous studies find negative consumer reactions to chatbot disclosure. By considering the role of trust and service-related context factors, this study explores how negative effects of chatbot disclosure for customer retention can be prevented.

Design/methodology/approach

This paper presents two experimental studies that examine the effect of disclosing the nonhuman identity of chatbots on customer retention. While the first study examines the effect of chatbot disclosure for different levels of service criticality, the second study considers different service outcomes. The authors employ analysis of covariance and mediation analysis to test their hypotheses.

Findings

Chatbot disclosure has a negative indirect effect on customer retention through mitigated trust for services with high criticality. In cases where a chatbot fails to handle the customer's service issue, disclosing the chatbot identity not only lacks negative impact but even elicits a positive effect on retention.

Originality/value

The authors provide evidence that customers will react differently to chatbot disclosure depending on the service frontline setting. They show that chatbot disclosure does not only have undesirable consequences as previous studies suspect but can lead to positive reactions as well. By doing so, the authors draw a more balanced picture on the consequences of chatbot disclosure.

Details

Journal of Service Management, vol. 33 no. 2
Type: Research Article
ISSN: 1757-5818

Keywords

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