Chatbots: Characteristics increasing customer satisfaction

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School of Business | Bachelor's thesis
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Date

2023

Department

Tieto- ja palvelujohtamisen laitos

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Mcode

Degree programme

Tieto- ja palvelujohtaminen

Language

en

Pages

23

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Abstract

The number of chatbots used as customer service agents has increased significantly over the last decade. Even though chatbots lack the ability to simulate human speech and do not perform as well as human agents do, their implementation as customer service agents has several benefits. Therefore, it is important to understand which characteristics customers find appealing and engage them into satisfying interaction. This study examines the characteristics and features which are found to positively affect the customer satisfaction. Moreover, this research investigates if there is a conflict between these characteristics and if it is possible to incorporate them all into a single chatbot to construct the perfect chatbot. The research method used in this study was a literature review, which mainly focused on publications on the subject published in the last few years. The research questions were twofold: which characteristics of chatbots have a positive impact on customer satisfaction and how they conflict with each other. The research questions were addressed as broadly as possible, taking into account the significant and recent literature. The study found multiple characteristics positively affecting customer satisfaction. From the results a table was created where all the characteristics not in conflict can be found. The study also discovered conflicting characteristics that should be considered when a company is designing a chatbot for their target audience. The most significant result was that characteristics found to be appealing to customers were anthropomorphic which indicates that customers want the chatbot to be as human as possible and communicative cues should be carefully considered.

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Thesis advisor

Hekkala, Riitta

Keywords

chatbot, consumer, customer, satisfaction, characteristics

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https://urn.fi/URN:NBN:fi:aalto-202309175901

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[kand] Kauppakorkeakoulu / BIZ (Open Access)