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Introduction

Problem Statement and Objectives

Summary of Literature Review

Agenda

Research Methodology

Conceptual Model

Hypothesis

Research Findings

Qualitative findings

Quantitative findings

Demographics

Recommendations

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Problem Statement & Objectives

Problem Statement

Chatbots were developed to provide a solution for resolving customer issues in a fast and efficient manner.
With time, this tool has not seen a major improvement.
If users pose questions distinct from what the chatbots are programed for, they do not provide efficient answers.

Objectives

To understand the demographic profile of chatbot users
To understand various factors in HMI that lead to a better customer experience
To propose steps to enhance overall customer experience based on market research.

(Raluca Budiu Nielsen Norman Group ,2018)

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68%

42%

41%

20%

12%

10%

(Brandtzaeg Asbjørn Følstad, 2017)

Literature Review

Importance of this research

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Conceptualized by Hari Haran Ramanathan (Director, Landmark Group)
226 stores across MEA and India.
One of the first brands that replicated the internationally successful value-conscious model .

Max Fashion

Threats: users don’t wish to reveal email id and contact number .

Opportunities: Max Chatbot can mimic human like conversations, increase in availability in countries like India

Weakness: limited options for chatbot, other redundant queries redirected to consultant causing delay.

Strengths: easily available on website, fast communication

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	Sources Referred
Description
These journal articles were used to derive the conceptual model.
Description
Qualitative- Expert Interviews- Dominika Kaczorowska-Spychalska (University of Lodz, Faculty of Management, Poland) , Alyx Baldwin and Rachel Law (Founder, Kip.ai-Done) Quantitative – Survey comprising of demographic questions and 13 Likert scale statements to gauge attitude towards chatbots was circulated.
Description
Sample size –100 responses from students of B-Schools in Dubai and other emirates in UAE. Dependent Variable : Customer Experience, Actual use of chatbots Independent Variables: Perceived Ease of Use ,Perceived Usefulness , Feelings Towards chatbots

	Source Type
Secondary Sources
Research Journal Publications , Books, News Articles
Primary Sources
Qualitative and Quantitative research
Research Methodology
Hypothesis Testing

Research Approach

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What is New ?

TAM V/S UTAT?

UX is an important consideration while determining customer experience that users derive from chatbots. (Nielsen Norman Group, 2018)

TAM is preferred in this research as it focuses on individual users.

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H1: Perceived usefulness impacts the usage of chatbots.

H2: Perceived ease of use determines the usage of chatbots

H3 : Feelings towards chatbots impacts usage of chatbots.

H4: Actual usage of chatbots determines the customer experience derived from chatbots.

Hypothesis and Conceptual Model

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The perceived ease of use and perceived usefulness are impacted by attitude towards chatbots.

Attitude towards chatbots may have a certain bias based on previous experiences .

Chatbots need to be designed for specific use cases based on its purpose , such as providing education or increasing brand awareness

Privacy Risk associated with chatbots on Facebook is low while on other platforms is high.

Qualitative Findings Expert Interview 1

Expert 1: Alyx Baldwin (Founder of Kip.ai

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Preference for chatbots is a derivative of multiple factors :demographics (country of origin, age, life stage), behavioural tendencies of the individual (introvert, extrovert, lifestyle choices) and the technical readiness of the individuals using chatbots.
Users feel positive emotions towards chatbots if they are able to understand the problem, and resolve the queries in a timely manner.
While determining the safety concerns to share personal information, users internally make a comparison between human-human and human to machine interactions.
Traditional marketing channels will not be completely replaced by interactive marketing tools. B2B and B2C brands must understand their target segments and appropriately choose marketing channel

Qualitative Findings Expert Interview 2

Expert 2: Dr. Dominika Kaczorowska-Spychalska , Faculty of Management

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Quantitative Findings: Factor Analysis

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Quantitative Findings: Factor Analysis

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Quantitative Findings: Factor Analysis

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Quantitative Findings: Factor Analysis

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Quantitative Findings: Regression Analysis

Note : H4 was qualitatively verified.

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Scenario Analysis

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Recommendations

Before designing chatbots, the utility it provides to end users must be understood. The chatbots entire design must provide specific information to the intended audience.
The promptness of chatbot responses is good and must be enhanced to serve the queries posed by users.
The utility of chatbots can be improved by making the conversations more human like.
Chatbots must be trained better by exposing their algorithm to real time users, and the chatbots can use reinforcement learning to improve the quality of automated responses.
While deploying chatbots, the platform should be easy to access, to encourage more users to use chatbots. Making the chatbot available on website, Facebook Messenger makes it more accessible as compared to platforms such as Kik.
A good proportion of respondents would recommend chatbots. This must be maintained, by understanding consumers changing needs and conversing styles.
Chatbots must be designed with questions tailored to needs of users rather than asking for their contact information.