CHATBOT VS. ONLINE CUSTOMER EXPERIENCE
Author
Bak, Anna Maria
Term
4. term
Publication year
2019
Abstract
This thesis examines how implementing a conversational agent (chatbot) influences online customer experience (OCX) in a real-world setting. Using VELUX’s April 2019 chatbot rollout in the United Kingdom as a case, it investigates: (1) which factors most strongly shape customers’ perceptions of OCX, (2) how expectations change when a chatbot becomes part of the website journey, and (3) how visitors evaluate VELUX’s OCX after the chatbot’s introduction. The literature review covers OCX, chatbot design and evaluation, and draws on Flow theory and technology acceptance models (TAM, TAM2, UTAUT/UTAUT2, CAT) to frame user perceptions and adoption. The empirical design combines quantitative and qualitative methods, including usability testing, surveys, interviews, and, where relevant, eye-tracking and content analysis, to capture behavior, satisfaction, and expectations. The case description outlines VELUX’s digital ecosystem to situate touchpoints and tasks. As the excerpt does not include results, specific findings cannot be reported here; the thesis aims to clarify the magnitude and nature of chatbot impacts on OCX and to surface implementation considerations for practitioners.
Dette speciale undersøger, hvordan implementeringen af en conversational agent (chatbot) påvirker online kundeoplevelse (OCX) i en praksisnær kontekst. Med VELUX’ udrulning af en chatbot i Storbritannien i april 2019 som case undersøges: (1) hvilke faktorer der stærkest former kunders opfattelse af OCX, (2) hvordan forventninger ændres, når en chatbot bliver en del af web-rejsen, og (3) hvordan besøgende vurderer VELUX’ OCX efter introduktionen. Litteraturgennemgangen omhandler OCX, chatbotdesign og -evaluering og trækker på Flow-teori samt teknologiacceptmodeller (TAM, TAM2, UTAUT/UTAUT2, CAT) som ramme for brugeropfattelser og adoption. Det empiriske design kombinerer kvantitative og kvalitative metoder, herunder brugertest, spørgeskemaer, interviews samt efter behov eye-tracking og indholdsanalyse, for at indfange adfærd, tilfredshed og forventninger. Casedeskriptionen skitserer VELUX’ digitale økosystem for at placere touchpoints og opgaver. Da uddraget ikke indeholder resultater, kan konkrete fund ikke gengives her; specialet sigter mod at klarlægge omfang og karakter af chatbotters effekt på OCX og pege på hensyn ved implementering.
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