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Artificial Intelligence (AI) Chatbots revolutionizing the customer support service: An Overview of theories and Literature
Abstract
Purpose of the Study: The aim of this study is to investigate about how artificial intelligence has ventured in business and explore on its evolution in customer support service. Methodology: This study is explored with theoretical information referring with up to date literature from different sources such reputed journals, news articles and other viable areas. Findings: Researcher has observed from study before deploying chatbots in organization permanently, need some periodical monitoring about the process does it resolve customer queries promptly and collect regular feedback from their customer about their perception. Applications of this study: This research will provide some basic information on artificial Intelligence and its origin in digital marketing emphasising with chatbots technology. Novelty of the Study: Researcher has focussed with revolution of artificial intelligence and its significant role in shaping chatbots technology and how it contributes in customer support service utilising natural language processing.
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Creating effective online customer experiences through well-designed product web pages is critical to success in online retailing. How such web pages should look specifically, however, remains unclear. Previous work has only addressed a few online design elements in isolation, without accounting for the potential need to adjust experiences to reflect the characteristics of the products or brands being sold. Across 16 experiments, this research investigates how 13 unique design elements shape four dimensions of the online customer experience (informativeness, entertainment, social presence, and sensory appeal) and thus influence pur- chase. Product (search vs. experience) and brand (trustworthiness) characteristics exacerbate or mitigate the uncertainty inherent in online shopping, such that they moderate the influence of each experience dimension on purchases. A field experiment that manipulates real product pages on Amazon.com affirms these findings. The results thus provide managers with clear strategic guidance on how to build effective web pages.
The Internet has experienced an exponential growth in the number of users and has created enormous increases in its marketing and communication applications during a considerably short period of time. Although both scholars and practitioners have jointly acknowledged the capabilities of the Internet as a marketing tool that offers great potentials and advantages, there remains a scarcity of knowledge pertaining to the motivations for using the Internet and associated online consumer behaviours in more web-specific scenarios. The uses and gratifications theory (U&G) provides a theoretical grounding and an avenue to further understand consumers' attitude and intention of using the Internet as a shopping channel from a media perspective. While most of the studies done on the U&G in the Internet are situated in American and European contexts, this paper considers the U&G structure of online shoppers in the Asian context (more specifically, in Malaysia). More specifically, this study attempts to shed some light on how consumers form their attitude and online shopping intention based on the uses and gratifications structure to the existing literature and managerial implications for entrepreneurs and marketers of electronic businesses on how best to serve and attract consumers to shop online via the management of online shopping technologies.
Because extant literature on the service logic of marketing is dominated by a metaphorical view of value co-creation, the roles of both service providers and customers remain analytically unspecified, without a theoretically sound foundation for value creation or co-creation. This article analyzes value creation and co-creation in services by analytically defining the roles of the customer and the firm, as well as the scope, locus, and nature of value and value creation. Value creation refers to customers’ creation of value-in-use; co-creation is a function of interaction. Both the firm’s and the customer’s actions can be categorized by spheres (provider, joint, customer), and their interactions are either direct or indirect, leading to different forms of value creation and co-creation. This conceptualization of value creation spheres extends knowledge about how value-in-use emerges and how value creation can be managed; it also emphasizes the pivotal role of direct interactions for value co-creation opportunities.
Intuition and previous research suggest that creating a compelling online environment for Web consumers will have numerous positive consequences for commercial Web providers. Online executives note that creating a compelling online experience for cyber customers is critical to creating competitive advantage on the Internet. Yet, very little is known about the factors that make using the Web a compelling experience for its users, and of the key consumer behavior outcomes of this compelling experience.
Recently, the flow construct has been proposed as important for understanding consumer behavior on the World Wide Web, and as a way of defining the nature of compelling online experience. Although widely studied over the past 20 years, quantitative modeling efforts of the flow construct have been neither systematic nor comprehensive. In large parts, these efforts have been hampered by considerable confusion regarding the exact conceptual definition of flow. Lacking precise definition, it has been difficult to measure flow empirically, let alone apply the concept in practice.
Following the conceptual model of flow proposed by Hoffman and Novak (1996), we conceptualize flow on the Web as a cognitive state experienced during navigation that is determined by (1) high levels of skill and control; (2) high levels of challenge and arousal; and (3) focused attention; and (4) is enhanced by interactivity and telepresence. Consumers who achieve flow on the Web are so acutely involved in the act of online navigation that thoughts and perceptions not relevant to navigation are screened out, and the consumer focuses entirely on the interaction. Concentration on the navigation experience is so intense that there is little attention left to consider anything else, and consequently, other events occurring in the consumer's surrounding physical environment lose significance. Self-consciousness disappears, the consumer's sense of time becomes distorted, and the state of mind arising as a result of achieving flow on the Web is extremely gratifying.
In a quantitative modeling framework, we develop a structural model based on our previous conceptual model of flow that embodies the components of what makes for a compelling online experience. We use data collected from a largesample, Web-based consumer survey to measure these constructs, and we fit a series of structural equation models that test related prior theory. The conceptual model is largely supported, and the improved fit offered by the revised model provides additional insights into the direct and indirect influences of flow, as well as into the relationship of flow to key consumer behavior and Web usage variables.
Our formulation provides marketing scientists with operational definitions of key model constructs and establishes reliability and validity in a comprehensive measurement framework. A key insight from the paper is that the degree to which the online experience is compelling can be defined, measured, and related well to important marketing variables. Our model constructs relate in significant ways to key consumer behavior variables, including online shopping and Web use applications such as the extent to which consumers search for product information and participate in chat rooms. As such, our model may be useful both theoretically and in practice as marketers strive to decipher the secrets of commercial success in interactive online environments.
Retailers, such as Starbucks and Victoria's Secret, aim to provide customers a great experience across channels. In this paper we provide an overview of the existing literature on customer experience and expand on it to examine the creation of a customer experience from a holistic perspective. We propose a conceptual model, in which we discuss the determinants of customer experience. We explicitly take a dynamic view, in which we argue that prior customer experiences will influence future customer experiences. We discuss the importance of the social environment, self-service technologies and the store brand. Customer experience management is also approached from a strategic perspective by focusing on issues such as how and to what extent an experience-based business can create growth. In each of these areas, we identify and discuss important issues worthy of further research.
Although research continues to debate the future of the marketing concept, practitioners have taken the lead, appraising customer experience management (CEM) as one of the most promising marketing approaches in consumer industries. In research, however, the notion of CEM is not well understood, is fragmented across a variety of contexts, and is insufficiently demarcated from other marketing management concepts. By integrating field-based insights of 52 managers engaging in CEM with supplementary literature, this study provides an empirically and theoretically solid conceptualization. Specifically, it introduces CEM as a higher-order resource of cultural mindsets toward customer experiences (CEs), strategic directions for designing CEs, and firm capabilities for continually renewing CEs, with the goals of achieving and sustaining long-term customer loyalty. We disclose a typology of four distinct CEM patterns, with firm size and exchange continuity delineating the pertinent contingency factors of this generalized understanding. Finally, we discuss the findings in relation to recent theoretical research, proposing that CEM can comprehensively systemize and serve the implementation of an evolving marketing concept.
The present study is an effort to investigate the impact of both convenience and social interaction on customer satisfaction and the mediating role of customer experience. A structured questionnaire was used to collect data (n=840) using systematic sampling from department store shoppers of age 18 years and above in India. Multivariate data analysis techniques like Exploratory Factor Analysis and Structural Equation Modeling were used to analyze the data. Results revealed that convenience and social interaction affect both customer experience and customer satisfaction. Arguably, this paper is the first to examine the four constructs namely, social interaction, convenience, customer satisfaction and customer experience using them together in the same model. Academic and managerial implications are further discussed.
The theoretical understanding of online shopping behavior has received much attention. Less focus has been given to the formation of the customer experience (CE) that results from online shopper interactions with e-retailers. This study develops and empirically tests a model of the relationship between antecedents and outcomes of online customer experience (OCE) within Internet shopping websites using an international sample. The study identifies and provides operational measures of these variables plus the cognitive and affective components of OCE. The paper makes contributions towards new knowledge and understanding of how e-retailers can provide effective online experiences for customers.
Avatars are lifelike characters created by technology. Research suggests that avatars can increase the persuasiveness of online sales channels. The authors investigate how the social cues inherent in avatars influence consumers' affect and shopping value. In Study 1, social cues induce perceptions of Web site socialness, leading to increased pleasure and arousal, both of which positively influence flow, hedonic and utilitarian value, and patronage intentions. Study 2 finds that social cue–induced arousal leads to increased pleasure only for consumers who are involved with the product category. Moreover, the influence of arousal on hedonic value is stronger for women, flow does not lead to pleasure for older consumers, and utilitarian value is less important for this group than for their younger counterparts. The findings suggest that there is a competitive advantage for online retailers that use social cues that provide consumers with enhanced perceptions of human connection and the formation of emotional bonds.
This study examines online commercial group chat from a structuration theory perspective. The findings support the influence of perceived technology attributes (control, enjoyment, reliability, speed, and ease of use) and chat group characteristics (group involvement, similarity, and receptivity) on customer satisfaction and the moderating role of advisor communication style on these influences. Furthermore, our results show that chat group characteristics influence customer satisfaction directly as well as indirectly via perceived technology attributes. Online chat satisfaction in turn influences behavioral intentions. Finally, group-level perceptions are found to add considerably to perceptions at the individual level. Our study illustrates that structuration theory provides a sound foundation for theoretical development and empirical investigation of online group chat. Also it shows that retailers need to carefully manage the intricate interplay between technology, chat groups, and online advisors to foster a satisfying experience for customers.
A framework is presented which integrates economic and psychological perspectives in order to compare customer satisfaction across individuals and product categories. The framework lays the foundation for the development of a national index for customer satisfaction that is now in place in Sweden. An important property of any such index is that it allows for comparisons across customers, firms, and industries. A number of propositions are forwarded regarding potentially systematic differences in satisfaction across people and products.
Eliza is a program operating within the MAC time-sharing system at MIT which makes certain kinds of natural language conversation between man and computer possible. Input sentences are analyzed on the basis of decomposition rules which are triggered by key words appearing in the input text. Responses are generated by reassembly rules associated with selected decomposition rules. The fundamental technical problems with which Eliza is concerned are: (1) the identification of key words, (2) the discovery of minimal context, (3) the choice of appropriate transformations, (4) generation of responses in the absence of key words, and (5) the provision of an editing capability for Eliza scripts. A discussion of some psychological issues relevant to the Eliza approach as well as of future developments concludes the paper. 9 references.
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