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Advisor(s)
Abstract(s)
A saturação do mercado das telecomunicações tem levado as empresas a concentrarem-se no fornecimento de um excelente apoio pós-venda para se destacarem da concorrência. Nos últimos anos, muitas empresas líderes têm adotado chatbots como uma forma de interagir com os clientes em tempo real, visando minimizar custos. No entanto, a aceitação dos chatbots pelos consumidores ainda é baixa, com estudos indicando que 87% dos consumidores preferem interagir com humanos, sentindo que estes entendem melhor as suas necessidades e problemas. A resistência à adoção de chatbots ainda não foi amplamente explorada, tornando-se relevante investigar os fatores subjacentes a esse comportamento. Este estudo visa, então, investigar os fatores que influenciam a intenção de adoção de chatbots pelos utilizadores, incluindo fatores relacionais, para auxiliar as empresas na implementação de chatbots que atendam às necessidades dos clientes e que agreguem valor. De forma a proceder à investigação utilizou-se uma metodologia quantitativa e foram recolhidos dados utilizando um inquérito online com um total de 126 inquiridos. Os resultados indicam que a satisfação dos utilizadores com experiências passadas é o maior preditor de intenção de adoção de chatbot, destacando, também, a importância da qualidade da informação disponibilizada pelo chatbot, qualidade do sistema, utilidade percebida do mesmo, e gestão eficaz das expectativas do utilizador no design e na implementação desses sistemas de conversação automatizada nas empresas de telecomunicações.
The saturation of the telecoms market has led companies to focus on providing excellent after-sales support in order to stand out from the competition. In recent years, many leading companies have adopted chatbots as a way of interacting with customers in real time in order to minimize costs. However, consumer acceptance of chatbots is still low, with studies indicating that 87 per cent of consumers prefer to interact with humans, feeling that they understand their needs and problems better. Resistance to the adoption of chatbots has not yet been widely explored, making it relevant to investigate the factors underlying this behaviour. This study therefore aims to investigate the factors that influence users' intention to adopt chatbots, including relational factors, in order to help companies implement chatbots that meet customers' needs and add value. In order to carry out the research, a quantitative methodology was used and data was collected using an online survey with a total of 126 respondents. The results indicate that user satisfaction with past experiences is the biggest predictor of chatbot adoption intention, also highlighting the importance of the quality of the information provided by the chatbot, the quality of the system, its perceived usefulness and the effective management of user expectations in the design and implementation of these automated conversation systems in telecom companies.
The saturation of the telecoms market has led companies to focus on providing excellent after-sales support in order to stand out from the competition. In recent years, many leading companies have adopted chatbots as a way of interacting with customers in real time in order to minimize costs. However, consumer acceptance of chatbots is still low, with studies indicating that 87 per cent of consumers prefer to interact with humans, feeling that they understand their needs and problems better. Resistance to the adoption of chatbots has not yet been widely explored, making it relevant to investigate the factors underlying this behaviour. This study therefore aims to investigate the factors that influence users' intention to adopt chatbots, including relational factors, in order to help companies implement chatbots that meet customers' needs and add value. In order to carry out the research, a quantitative methodology was used and data was collected using an online survey with a total of 126 respondents. The results indicate that user satisfaction with past experiences is the biggest predictor of chatbot adoption intention, also highlighting the importance of the quality of the information provided by the chatbot, the quality of the system, its perceived usefulness and the effective management of user expectations in the design and implementation of these automated conversation systems in telecom companies.
Description
Keywords
Chatbot Intenção de adoção Telecomunicações Adoption intention Telecommunications