Consumer Opinions and Complaints Regarding Virtual Customer Assistants (Chatbots)

OpenAlex İngilizce

Chatbots are virtual customer service assistants that utilize artificial intelligence and natural language processing technologies to provide fast and effective responses to customer inquiries. Several studies indicate that chatbots accelerate customer service processes and reduce operational costs. However, there are divergent views regarding their impact on consumer trust and satisfaction. While some research suggests that the impersonal and mechanical nature of chatbot responses may undermine consumer trust, others argue that their capacity to offer quick solutions can enhance satisfaction. This study adopts a qualitative approach to examine the effectiveness of chatbots. Within the scope of the research, complaints about specific brands’ chatbot applications posted on complaint websites were analyzed through content analysis of user comments. The findings reveal that while chatbots serve as a significant tool in complaint management processes, they are not sufficient on their own. The effectiveness of chatbots depends on the sophistication of the technology employed and the degree of personalization in the responses. To foster consumer trust, it is recommended that chatbots operate in integration with human customer service agents.