Fernanda Sayuri Yoda
Master's – The use of chatbots for relationship marketing: multiple case study in digital business
Advisor: Profª. Drª. Ana Akemi Ikeda
Comission: Profs. Drs. Thelma Valeria Rocha, Marcos Roberto Luppe and Guilherme de Farias Shiraishi
Class: 217, FEA-5
The use of chatbots to interact with customers in a digital environment to automate the supply of information in text form is becoming more prevalent with time. A chatbot's activity can contribute with relationship marketing by facilitating customer interaction, lowering barriers to create or end a relationship with the customer. The increasing presence of customers and organization in the digital environment favors the application of chatbots as a tool to automate and communicate at scale, but the means by which this tool contributes to relationship marketing in an online context hasn't been well explored. The context begs the question “How does chatbot related activities happen in the relationship marketing for digital businesses?” with the objective to “Discover how chatbot related activities in the relationship marketing happen for digital businesses”. This dissertation project proposes a qualitative and exploratory research, adopting the single case study as methodology, making use of semi structured interviews, participant observation and documentation, both internal and external, about the organization as sources of evidence. The field research surveyed ShopFácil, Itaú Unibanco, Smart Fit and Best Berry as units of analysis. Each case was analyzed individually using existing theory, followed by a consolidated analysis and discussion of all cases. Main findings include the observation that the chatbot possess activities related to relationship marketing, but only contributes to the customer relationship if the chatbot is used with a customer focused mindset.
*Abstract provided by the author