University of Twente Student Theses


Impact of Chatbots on Online Customer Experience

Dandörfer, S. (2019) Impact of Chatbots on Online Customer Experience.

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Abstract:The internet presence has become crucial for the success of many companies in the digital era we live in today. Therefore, the company’s online presence has to be outstanding in order to retain customers and remain compatible. With the increases of available consumer data to be analyzed, new insight can be gathered, thus creating value. Most of the gathered data is unused due to lack of knowledge and technological capabilities. Artificial Intelligence represents a solution to this problem since it can enable companies to tap into this unused data. The objective of this paper is to elaborate upon one type of A.I. technology currently used online, namely Natural Language Processing and Chatbots in particular, how those are integrated on websites and what effect those systems have on the perceived Online Customer Experience of the induvial. This was done by conducting a survey assessing Online Customer Experience from a new, holistic point of view while also measuring the intentions of people to use chatbots on websites. The results indicate that people using chatbots are having a better experience online than those who do not. The results suggest that companies with an online presence should consider using such technology in order to increase the experience of the customer and optimize the usage of resources in regard to the operations required to sustain a good website.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
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