Communication to Manage Customer Experience Affecting Customer's Loyalty of Commercial Chatbot
Keywords:
chatbot, retail business, chat commerce, communication to manage customer experience, customer experience, loyalty, word of mouth, repurchase intention, first in mindAbstract
The following research has two primary objectives: 1) To study the communication process for creating experiences of chatbots in the commodity retail business. 2) To study the relationship and influence between the attitude towards communication for creating the experience of chatbots in the retail business and building customer loyalty. Data for this study was gathered by using the qualitative research method of in-depth interviews with marketing professionals, technology developers, and 6 scholars. Quantitative research was performed using a sample group who had the experience of purchasing products via "chatbots" 2 times or more, totaling 360 people.
The results of the study found that business operators have used "chatbots" as a digital marketing communication tool to manage the customer experience throughout the customer journey (pre-purchase) and to collect information and use it to analyze the interests of customers. Chatbots are used during the purchase stage to answer questions and provide services when selling a product, and after purchase (post-purchase) to send personalized advertising to incentivize repeat purchases. By focusing on the content design together with the introduction of artificial intelligence (AI) technology that helps to remember a large amount of customer data, both in terms of liking and purchase history. Inquiry history is used in conjunction with "chatbots" for personal communication and is personalized through two characteristics: 1) the creation of a physical experience consisting of products and services, price, interactive and admin systems, service time, and marketing content, and 2) the creation of emotional experiences; feelings consisting of the personality aspect, the emotional response information aspect, the aspect of creating engagement, and the aspect of being a human assistance provision. Trustworthiness until the decision to buy reinforces satisfaction until a positive attitude develops into customer loyalty towards the brand. This can be witnessed through word of mouth, repurchase intention, and being the first choice in mind (First-in-Mind).
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