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Chatbots in service recovery: Crackpot or Jackpot?

Magnusson, Peter Daniel Lund; Rånnerud, Arne Aleksander
Master thesis
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2285575.pdf (3.071Mb)
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http://hdl.handle.net/11250/2621405
Utgivelsesdato
2019
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Samlinger
  • Master of Science [1116]
Sammendrag
Problem Service recovery has been a heavily researched and studied area for

several years. As technology has continued to develop and been

adapted and incorporated into this field, new research avenues have

also opened up, many of which have not been studied in much depth

as of yet. With very limited research on firms using chatbots as a

service encounter in service recovery, we wanted to investigate this

further. Therefore, we wanted to check if there was any difference

between a customer interacting with a human or a chatbot in a

service recovery situation and measure this with regard to

satisfaction with the firm and recovery.

Purpose The purpose of this study is to analyse the effect of an unsuccessful

and a successful service recovery, provided by either a human,

chatbot or a combination of the two, on satisfaction with the firm

and service recovery.

Research A scenario-based survey experiment was chosen to answer the

Design research problem and questions for this thesis. The design used was

a 3 (Chatbot, Human, Chatbot+Human) x 2 (Unsuccessful,

Successful) between subject design.

Findings Customers are proven to be more satisfied when interacting with

a chatbot in a successful service recovery, than interacting with a

human or a combination of the two. However, when the customers

interact with a chatbot in a unsuccessful recovery, they are even

more unsatisfied than when interacting with a human or the

combination. We also found a significant relationship between the

outcome variable and satisfaction with recovery and firm, and a

significant interaction effect between the outcome and encounter

variables and satisfaction with firm and recovery.

Keywords Service recovery, customer satisfaction, chatbot, human, service

failure, E-commerce, anthropomorphism,
Beskrivelse
Masteroppgave(MSc) in Master of Science in Business, Marketing - Handelshøyskolen BI, 2019
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Handelshøyskolen BI

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