University of Twente Student Theses


Chatbot usage in e-retailing and the effect on customer satisfaction

Syarova, L. (2022) Chatbot usage in e-retailing and the effect on customer satisfaction.

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Abstract:Chatbots are one of the main source of interaction with customers in e-retailing and customer experience is key to business success. For this reason, this paper examines how selected retail companies use Chatbots and whether customers are satisfied with the chatbot service. Despite previous research on user satisfaction and chatbot usage being available it has yet to be discussed how customers find chatbots, whether they prefer talking with a human customer service employee or a chatbot, whether the chatbot makes them feel valued or if they find it fun to chat with. What’s more this paper is also explores how different companies in the retail sector use chatbots while it extends an understanding between chatbot usage and customer satisfaction. The selected companies are Sephora, H&M, IKEA, eBay and Lidl. An online survey was used to collect data from 54 mainly European students to measure customer satisfaction of chatbot usage. Participants were shown several used cases of chatbots which they had to evaluate. According to the findings both perceived extrinsic value and intrinsic value of online customer experience have a positive effect on customer satisfaction with the chatbots in e-retailing. Furthermore, chatbot usability increases customer satisfaction.
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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