”Är det detta du menar? – Nej, det är det verkligen inte!” En analys av konsumenters missnöje vid möten med chatbots i kundtjänst

Abstract (Swedish)

Chatbots are increasingly being adapted as substitutes to humans in customer service. As the level of adoption increases, it becomes more important to understand the phenomenon of robots replacing humans – a new chapter in the rising digital world. Earlier research has explored and aroused criticism against the trend of automation and digitalization, urging companies to move towards a more customer centric model, and literature regarding the implementation of chatbots has highlighted the need of investigating customers' insights and experiences of their encounters with the bots.

By conducting a study consisting of several in-depth interviews with customers who have experienced issues when interacting with chatbots in customer service, our research demonstrates that consumers criticizes chatbots mainly because of their lack of quality and ability to understand the customer. It is shown that consumers are at risk of getting stuck in loops due to misunderstandings, and therefore becoming dissatisfied and frustrated with the service. In the future, chatbots may, like several digital solutions have before, develop in quality and thus achieve what is required of them in customer service matters. Still, there is a risk that the disadvantages of chatbots as opposed to humans will remain despite technological improvements. This is because chatbots contribute to a sense of coldness and lack of human senses, such as empathy.

The choice of substituting human labor with digital solutions for cost cutting motives, that makes customers feel unappreciated and distanced, not only comes with consequences that affects customers. It also brings several potential risks for both business and the society as a whole. In a society with high competition among companies, offering qualitative service becomes increasingly important in order to stand out. If customers are not satisfied with the service, they may spread negative word of mouth about the company or even find their way to one of their competitors.

The implementation of chatbots also risks creating a distance between companies and customers. If customers do not feel satisfied, they will seek answers to their questions on their own instead of talking to a bot. Feeling neglected, they may even turn away from companies, and the chatbots will therefore contribute to society where people are alienated rather than part of a socialized community. If companies continue to implement chatbots for cost cutting reasons, there is a reason to believe that human service will be viewed as a luxury good in a future not too far away: an aspect that would turn into an ethical issue, and potentially a class issue.

Popular Abstract

Abstract
Title: ”Is this what you mean? – No, it really isn't!” – An analysis of consumers' dissatisfaction in encounters with chatbots in customer service
Seminar date: January 10th, 2024
Course: FEKH29, Business Administration: Bachelor Degree Project in Marketing Undergraduate Level, 15 ECTS-credits
Authors: Emma Axelsson, Annie Bolmgren and Julia Krusell
Advisor: Sofia Ulver
Keywords: Chatbot, customer service, service quality, dissatisfaction, frustration
Research questions: How do consumers experience interactions with chatbots in customer service in general and negative encounters in particular? What could be contributing factors to dissatisfaction during these encounters? What implications could the dissatisfaction have for companies?
Purpose: The purpose of the study is, in light of the progress of digitalization and the increased interest in automated services within the service sector, to examine the dissatisfaction associated with chatbot interactions.
Methodology: To achieve the purpose of gaining consumer insights into dissatisfaction with chatbots in customer service, qualitative interviews have been conducted with eight individuals who have had an interaction with a chatbot where they expressed dissatisfaction. The study has taken an abductive approach and has been carried out through an iterative process.
Theoretical perspectives: The study aims to investigate dissatisfaction related to customer satisfaction and service quality. Furthermore, the impact of digitization on both consumers and society, as well as businesses, is also examined.
Result: With the help of the qualitative interviews, dissatisfaction with chatbots has been linked to their lack of quality. The chatbot is described to put the respondents in a loop of misunderstandings, characterized by unnecessary time wastage and unreliability. In addition to this, the absence of human aspects such as empathy has been highlighted as a contributing factor to the dissatisfaction experienced.
Conclusion: The empirical findings indicated that consumers perceive unmet expectations as a contributing factor to dissatisfaction. Even though the expectations were found to be low, both qualitative and emotional deficiencies contributed to them still not being fulfilled. In turn, this poses a risk to businesses, in terms of customers leaving the company or spreading negative word of mouth. There is also a risk that digital solutions contribute to a distance between companies and consumers, which in turn can affect the relationship between them.

• author: Bolmgren, Annie ; Axelsson, Emma and Krusell, Julia
• supervisor: Sofia Ulver
• organization: Department of Business Administration
• course: FEKH29 20232
• year: 2024
• type: M2 - Bachelor Degree
• subject: Technology and Engineering; Business and Economics
• keywords: Keywords: Chatbots, customer service, service quality, dissatisfaction, frustration
• language: Swedish
• id: 9147127
• date added to LUP: 2024-02-07 09:16:38
• date last changed: 2024-02-07 09:16:38