The increasing focus on artificial intelligence is already evident in the Portuguese economy, with many companies adopting tools of this nature in order to automate their internal processes and, above all, being able to always establish contact with their customers (F.Ferreira, 2023). One of the main platforms that enables these benefits are chatbots, which are used by many companies as a customer support channel, becoming increasingly important in the marketing and sales fields (Braz, 2020). The aim of this research was not only to find out what role chatbots play in customer relations in Portugal, but also to analyze the development of chatbots as a customer care tool, identify their advantages and disadvantages and check whether they are a viable method of communication with customers. Therefore, there were selected two chatbots used nationwide as the object of study, one from the public sector belonging to the company Eportugal, and the other from the private sector belonging to Landing Jobs. After selecting two bots as the study sample, a qualitative exploratory study was used to identify trends and realities in this research. Two focus groups and an interview were used as data collection techniques, followed by an analysis of all the data collected. According to the obtained results, it was observed that consumers see a lot of potential and benefits in this tool, however they believe that currently it is only useful as a first contact tool for customers, feeling a bit of distrust towards these platforms. Therefore, consumers prefer human service to resolve more important and complex issues, while resorting to chatbots for more superficial and easily answered questions. This could lead to an overload on customer service lines, which will translate into long waiting hours for the consumer, since human assistants can't reach all customers quickly.
Date of Award | 19 Feb 2024 |
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Original language | Portuguese |
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Awarding Institution | - Universidade Católica Portuguesa
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Supervisor | Carla Ganito (Supervisor) |
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- Chatbots
- Artificial Intelligence
- Communication
- Digital marketing
- Customer care
- Automation
- Technology
- Mestrado em Ciências da Comunicação
O papel dos chatbots na relação com o cliente em Portugal
Clérigo, A. F. S. (Student). 19 Feb 2024
Student thesis: Master's Thesis