Chatbots As Service Marketing Strategies, A Customer Experience Perspective

Abstract

Marketing has always been updated in terms of environmental trends, in order to implement strategies according to current requirements, always being at the forefront as evidenced by the marketing 5.0 in which artificial intelligence has been incorporated through chatbots to be more competitive and offer a more satisfactory service experience to the customer The objective to be achieved with this research is to determine the level of customer satisfaction, in terms of their experience with the chatbots used by companies as part of their service marketing strategies. The study is situated in a quantitative research approach, and at the same time it is of a descriptive and explanatory type and level. The study population consisted of 50 graduates, from which the sample was calculated establishing a confidence level of 95%, with a margin of error of 5%, obtaining a sample of 45 graduates to be investigated. The instrument used to collect the information was based on a Likert-type survey, for which the estimated value of Crombach's Alpha for the instrument of this research represented 1.00, which guarantees that the reliability of the instrument applied is excellent. The results reveal that the level of satisfaction of users who have used chatbots at some point in time consider them to be satisfied and very satisfied with 66.7% and 24.4% respectively, which shows that this tool has become a fundamental factor for companies to improve their services as part of their marketing strategies.