Role of Chat-bots in Customer Engagement Valence

Abstract

Chat-bot an Artificial Intelligence Software, has brought in a two-way instant communication without much waiting time for Customers when they have a query or when they want to report their grievances or any other problem regarding the product or services. The chat-bots are designed to replicate human behaviour and takes the place of humans in a chat. Firms use chat-bots in various platforms to reach out to their customers especially in e-commerce. It is observed that chat bots are applied in various aspects and in several forms in the field of e-commerce which leverages customer engagement, that can be positive or negative according to its effectiveness and Customer satisfaction. Chat-bots have the capacity to learn continuously and with the help of already stored expressions, they are capable of giving the right answers to the customers and clients. This can be used in an effective manner by marketers to bring about the desired impact on customers and keep them engaged in a favourable mode. The application of chat-bots in various fields have been discussed and the factors leading to positive Customer Engagement while interacting with the chat-bots have been identified from previous research and factors not much researched earlier, such as Resolving Problems, Availability and Humans first have been arrived at. The factors identified can be used for further field research.