A Survey on the Impact of Chatbots on Marketing Activities (original) (raw)
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A computer programme that imitates and processes human interaction, either through the use of voice or text communication, is known as a chatbot. Its purpose is to be of assistance in the process of finding a solution to a problem. The transformation brought on by advances in technology has had an effect on every industry. The chatbot provides assistance with a wide variety of tasks, including Reservations, Customer Service, and a great number of other services. The fast development of technologies relating to artificial intelligence and natural language processing has resulted in an increase in the use of chatbots in a variety of fields, most notably in the field of customer service. Customers could receive advice that is prompt, accurate, and personalised through the use of chatbots, which has the potential to completely transform customer service. Because it can automate customer service and reduce the amount of work that needs to be done by humans, it has gained a lot of popularity in the business world. Which can help businesses improve the experience they provide for their customers. The purpose of this research is to undertake a comparative review of customer service chatbots, with a particular emphasis on their efficiency, usability, and application across a variety of business sectors. The research will uncover best practises, difficulties, and potential for improvement by analysing a variety of chatbot solutions.
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Artificial Intelligence has been increasingly gaining acceptance across advanced functions in numerous fields and industries. This includes marketing, customer support, and leads generation in healthcare, transportation, education, and off late in e-commerce. Machine learning as a subset of artificial intelligence techniques provides various algorithms that enable machines to learn from historical data and make realtime predictions on numbers and texts. Most of the businesses nowadays are trying to increase their reach and making sure that they are available to cater to the customers when they need help. This also enables the companies to market and respond to the queries of potential customers on a realtime basis. Chatter robots or chatbot is one such application of machine learning which allows the business to provide round the clock support to customers and potential leads for marketing questions. Most of the business fail to venture in the domain of hosting chatbot on the website as they do not have enough conversational data with them to train the machine learning algorithm and wait for years to collect enough sample. With the proposed language model-driven chatbots, businesses starting fresh in the domain of the hosting this application can use the user-generated content on social media to fuel the backend framework for the chatbots and start hosting the application.
journal of product and brand management , 2021
Purpose-This study aims to explore the role of artificial intelligence (AI)-powered chatbot marketing efforts (CMEs) in the establishment of relationships between brands and their customers, extending the link between relationship marketing and online consumer behavioral intentions. Design/methodology/approach-Data are collected from 1,072 customers in the USA, who used chatbot marketing activities from any of 30 brands leading their industries in messaging innovation. Structural equation modeling is used for data analysis. Findings-Results show that interaction, information, accessibility, entertainment and customization are important CMEs components. CMEs have significant direct effects on the quality of communication with chatbot agents and indirectly affect customer-brand relationships (CBR) and customer response. In addition, the findings demonstrate that CBR mediates the association between communication quality and customer response. Originality/value-Implications of this study can enable practitioners to understand the effects of AI on user experiences and provide a guide for the development of CMEs strategies and relationship building.
Chatbots for Brand Representation in Comparison with Traditional Websites
nternational Journal of Interactive Mobile Technologies (iJIM) , 2020
Chatbots have gained enormous popularity in recent years. IT giants such as Microsoft, Google and Facebook have taken an interest in automated conversations. Messaging apps like WhatsApp and Facebook Messenger are playing an increasingly important role in smartphone usage and communication in general perfect conditions for chatbots. This paper provides an introduction of recent chatbot development in general and in customer environments. As part of this work, a chatbot was developed for the Austrian IT company CodeFluegel GmbH. The chatbot, named Theodore, provides information about CodeFluegel via Facebook Messenger and webchat, like the existing company website. The design process and implementation of the chatbot as well as architectural considerations are explained throughout this document. In a user study, participants perform typical tasks with the website and the chatbot. The usage of both platforms is evaluated in order to identify advantages and disadvantages as well as differences compared to the other technology and to draw conclusions. Findings to this study indicate promising prospects for chatbots as alternative touchpoints for customers and others and a way to replace and enhance traditional websites.