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“Hej, vad kan jag hjälpa dig med?”

Silber, Joachim LU and Tilly, Isabella (2020) SKOK11 20201
Department of Strategic Communication
Abstract (Swedish)
Allt fler organisationer använder sig idag av det digitala kommunikationsverktyget “chatbots” i sin kundtjänst för att kommunicera med sina användare. Den främsta anledningen till att chatbots i form av kundtjänst blir allt vanligare på organisationers webbsidor är att de kan effektivisera verksamheten och därmed reducera kostnader. Det har alltså skett en förändring i hur organisationer kommunicerar med sina kunder då de numera kommunicerar med dem via en robot istället för via en människa. Problemet med att allt fler organisationer använder sig av chatbots idag är att alla människor inte har lika enkelt för att adaptera ny teknologi som chatbots. Syftet med studien har således varit att bidra med kunskap om organisationers externa... (More)
Allt fler organisationer använder sig idag av det digitala kommunikationsverktyget “chatbots” i sin kundtjänst för att kommunicera med sina användare. Den främsta anledningen till att chatbots i form av kundtjänst blir allt vanligare på organisationers webbsidor är att de kan effektivisera verksamheten och därmed reducera kostnader. Det har alltså skett en förändring i hur organisationer kommunicerar med sina kunder då de numera kommunicerar med dem via en robot istället för via en människa. Problemet med att allt fler organisationer använder sig av chatbots idag är att alla människor inte har lika enkelt för att adaptera ny teknologi som chatbots. Syftet med studien har således varit att bidra med kunskap om organisationers externa förändringskommunikation har en inverkan på användares villighet till att använda chatbots. För att uppfylla syftet med studien har en kvantitativ enkätundersökning genomförts där användares villighet till att använda chatbots har undersökts ur ett kommunikationsperspektiv. Svaren från studien har sedan analyserat med hjälp av en multipel regressionsanalys. Studiens resultat visar att förändringskommunikation inte har ett samband till användares villighet att använda chatbots. Däremot visar resultatet att det finns ett positivt samband mellan hur chatbotten kommunicerar till användaren och villighet till att använda chatbots, där användaren uppskattar att chatbotten vägleder hen genom processen. (Less)
Abstract
Today, organizations are using the digital communicative tool ‘chatbot’ in their cus-tomer service to communicate with their customers. The main reason for using this new technology on organizations’ websites is that chatbots can make the customer service more efficient, hence reduce organizational costs. As a result, the chatbots have altered the way organizations and customers communicate with one another, stripping it from organic human interaction. One of the main issues related to the in-creasing number of chatbots used in customer service is that people adapt differently to new technology. Thus, the aim of this thesis has been to assess whether External Change Communication has an impact on users’ willingness to use chatbots.... (More)
Today, organizations are using the digital communicative tool ‘chatbot’ in their cus-tomer service to communicate with their customers. The main reason for using this new technology on organizations’ websites is that chatbots can make the customer service more efficient, hence reduce organizational costs. As a result, the chatbots have altered the way organizations and customers communicate with one another, stripping it from organic human interaction. One of the main issues related to the in-creasing number of chatbots used in customer service is that people adapt differently to new technology. Thus, the aim of this thesis has been to assess whether External Change Communication has an impact on users’ willingness to use chatbots. Fur-thermore, the goal of this thesis has been to measure if there is a connection between willingness to use chatbots and External Change Communication. In order to fulfill the aim and goal of this thesis, a quantitative research survey has been conducted, where users’ willingness to use chatbots has been studied through a communication perspective. Moreover, the answers from the study has been analyzed with a multi-ple regression analysis, where the results shows that External Change Communica-tion does not have a connection to users’ willingness to use chatbots. However, the result shows that there is a positive connection between how the chatbot communi-cates with the user and their willingness to use the technology, where chatbots that explain how to use the service have a positive effect on users’ willingness to use the technology. (Less)
Please use this url to cite or link to this publication:
author
Silber, Joachim LU and Tilly, Isabella
supervisor
organization
alternative title
En enkätundersökning som undersöker sambandet mellan organisationers externa förändringskommunikation och användares villighet till att använda chatbots
course
SKOK11 20201
year
type
M2 - Bachelor Degree
subject
keywords
Extern förändringskommunikation, Teknologi-Acceptans, Artificiell in-telligens, Chatbots, Digital Natives & Digital Immigrants, UTAUT2, AIDUA, Digi-talisering, Organisationsförändring
language
Swedish
id
9015305
date added to LUP
2020-06-15 09:58:27
date last changed
2020-06-15 09:58:27
@misc{9015305,
  abstract     = {{Today, organizations are using the digital communicative tool ‘chatbot’ in their cus-tomer service to communicate with their customers. The main reason for using this new technology on organizations’ websites is that chatbots can make the customer service more efficient, hence reduce organizational costs. As a result, the chatbots have altered the way organizations and customers communicate with one another, stripping it from organic human interaction. One of the main issues related to the in-creasing number of chatbots used in customer service is that people adapt differently to new technology. Thus, the aim of this thesis has been to assess whether External Change Communication has an impact on users’ willingness to use chatbots. Fur-thermore, the goal of this thesis has been to measure if there is a connection between willingness to use chatbots and External Change Communication. In order to fulfill the aim and goal of this thesis, a quantitative research survey has been conducted, where users’ willingness to use chatbots has been studied through a communication perspective. Moreover, the answers from the study has been analyzed with a multi-ple regression analysis, where the results shows that External Change Communica-tion does not have a connection to users’ willingness to use chatbots. However, the result shows that there is a positive connection between how the chatbot communi-cates with the user and their willingness to use the technology, where chatbots that explain how to use the service have a positive effect on users’ willingness to use the technology.}},
  author       = {{Silber, Joachim and Tilly, Isabella}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{“Hej, vad kan jag hjälpa dig med?”}},
  year         = {{2020}},
}