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Authors
Abstract(s)
A presente investigação centra-se no robot Pepper, um robot humanoide implementado
pelo Centro Colombo em 2020, para complementar o seu serviço de apoio/atendimento ao
cliente. Especificamente, pretendese analisar como a estratégia de comunicação digital do
robot Pepper poderá impactar a experiência do cliente no Centro Colombo.
A comunicação integrada de marketing na gestão de centros comerciais é crítica, pois o
sucesso dos mesmos implica uma mudança nos hábitos dos seus clientes. Uma boa relação
entre centro comercial e clientes pode levar à repetição da visita e envolvimento psicológico,
substituindo a escolha do centro pelo conforto, para a escolha do centro pelos sentimentos de
lealdade que foram criados. Esta ligação é sustentada pelas experiências que o centro
presenteia, deixando uma impressão positiva e a sensação que o shopping é relevante para a
vida dos clientes. Assim, a presente investigação pretende estudar conceitos como os de
experiência do cliente, expectativas e motivações dos mesmos e intenções de uso de serviços,
aplicados à luz da estratégia de comunicação digital do robot Pepper. Será então realizado um
estudo de caso, através da realização de uma análise documental, de uma entrevista à
Coordenadora de Marketing Digital para Europa e Novos Mercados da Sonae Sierra, da análise
de conteúdos ao Facebook e Instagram do Centro Colombo, e por fim através da análise aos
dados de interação do robot Pepper.
Averiguouse que, a estratégia de comunicação impacta e influencia, numa primeira fase,
as expectativas, as motivações e por fim as intenções de uso do serviço por parte dos clientes.
Consequentemente, a experiência do cliente é afetada por estas três variáveis. Verificouse que
as expectativas criadas pelas ações de comunicação são positivas, que as interações com o
Pepper são motivadas, principalmente, pelas suas componentes de lazer (motivações
hedónicas) e que as intenções de uso são diretamente influenciadas pelas duas variáveis
anteriores. Conclui-se que a experiência do cliente é impactada positivamente pela estratégia
de comunicação digital do robot Pepper. Clientes com expectativas positivas criadas pelas
ações de comunicação, motivados e com intenções de interagir com o serviço, são a força por
detrás do sucesso da experiência proporcionada por um centro comercial.
The following research centers around robot Pepper, a humanoid robot, implemented by Centro Colombo in 2020, to complement its client support/customer service. Specifically, the intention is to study how Pepper’s digital communication strategy can impact Centro Colombo’s customer experience. Marketing communications in the management of shopping centers, are critical, as their success implies a change in the habits of their customers. A good relationship between shopping center and customers can lead to repeated visits and psychological involvement, replacing the choice of center by the comfort, with the choice of center for the feelings of loyalty that were created. The connection is supported by the experiences the shopping center offers, a positive impression and the feeling that the mall is relevant to the lives of customers. Thus, the present investigation intends to study concepts such as customer experience, customer’s expectations and motivations and intentions to use services, applied to the context of the robot Peppers’s digital communication strategy. A case study will be carried out through a document analysis, an interview with Sonae Sierra's Digital Marketing Coordinator for Europe and New Markets, a content analysis on Centro Colombo's Facebook and Instagram, and finally through an analysis of the interactions data of robot Pepper. It was found that the communication strategy impacts and influences, firstly, customers’ expectations and perceptions, their motivations and finally their intentions to use the service. Consequently, the customer experience is affected by these three variables. In conclusion most social media followers had very positive expectations towards the robot, that interactions with Pepper were mainly motivated by its leisure components (hedonic motivations) and that usage intentions were directly impacted by both prior variables. Additionally, the customer experience is positively impacted by Pepper’s digital communication strategy. Customers with positive expectations created by communication plans, motivated and with the intention of interacting with the service, are the force behind the success of the experience provided by a shopping center.
The following research centers around robot Pepper, a humanoid robot, implemented by Centro Colombo in 2020, to complement its client support/customer service. Specifically, the intention is to study how Pepper’s digital communication strategy can impact Centro Colombo’s customer experience. Marketing communications in the management of shopping centers, are critical, as their success implies a change in the habits of their customers. A good relationship between shopping center and customers can lead to repeated visits and psychological involvement, replacing the choice of center by the comfort, with the choice of center for the feelings of loyalty that were created. The connection is supported by the experiences the shopping center offers, a positive impression and the feeling that the mall is relevant to the lives of customers. Thus, the present investigation intends to study concepts such as customer experience, customer’s expectations and motivations and intentions to use services, applied to the context of the robot Peppers’s digital communication strategy. A case study will be carried out through a document analysis, an interview with Sonae Sierra's Digital Marketing Coordinator for Europe and New Markets, a content analysis on Centro Colombo's Facebook and Instagram, and finally through an analysis of the interactions data of robot Pepper. It was found that the communication strategy impacts and influences, firstly, customers’ expectations and perceptions, their motivations and finally their intentions to use the service. Consequently, the customer experience is affected by these three variables. In conclusion most social media followers had very positive expectations towards the robot, that interactions with Pepper were mainly motivated by its leisure components (hedonic motivations) and that usage intentions were directly impacted by both prior variables. Additionally, the customer experience is positively impacted by Pepper’s digital communication strategy. Customers with positive expectations created by communication plans, motivated and with the intention of interacting with the service, are the force behind the success of the experience provided by a shopping center.
Description
Keywords
Experiência do cliente Estratégias de comunicação digital de serviços Expetativas Motivações Intenções de uso Customer experience Digital communication strategies Expectations Motivations Usage intentions