Fatores relevantes na adoção de chatbot por parte de uma app de telecomunicações

Abstract

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.

Date of Award	16 Oct 2024
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Susana Silva (Supervisor)