Organizational Factors Affecting Successful Implementation of Chatbots for Customer Service

IF 4.1 Q2 BUSINESS Journal of Internet Commerce Pub Date : 2021-08-31 DOI:10.1080/15332861.2021.1966723
Juliana J. Y. Zhang, Asbjørn Følstad, C. Bjørkli
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引用次数: 14

Abstract

Abstract While chatbots have become an important part of customer service operations, there is a knowledge gap concerning organizational aspects of chatbot implementation and management. In response to this gap, we present a study of organizational factors affecting successful chatbot implementation. The study involved six organizations that had implemented chatbots for customer service within the last three years. Interviews were conducted with chatbot project owners, managers, developers, and customer service personnel – a total of 14 interviews. Through thematic analysis, five organizational factors were detailed as important for successful chatbot implementation: (1) work and team organization, (2) change management, (3) competencies and competency acquisition, (4) organizational resources, and (5) performance measures. We also present findings on the organizations' motivations and key success criteria for chatbot implementation. Based on the findings we summarize implications for theory and practice and point out directions for future research.
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影响聊天机器人成功实现客户服务的组织因素
摘要虽然聊天机器人已经成为客户服务运营的重要组成部分,但在聊天机器人的实施和管理的组织方面存在知识差距。针对这一差距,我们对影响聊天机器人成功实施的组织因素进行了研究。这项研究涉及六个在过去三年内为客户服务实施聊天机器人的组织。对聊天机器人项目所有者、经理、开发人员和客户服务人员进行了访谈,共进行了14次访谈。通过主题分析,五个组织因素被详细描述为成功实施聊天机器人的重要因素:(1)工作和团队组织,(2)变革管理,(3)能力和能力获取,(4)组织资源,以及(5)绩效衡量。我们还介绍了有关组织实施聊天机器人的动机和关键成功标准的调查结果。基于这些发现,我们总结了对理论和实践的启示,并为未来的研究指明了方向。
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来源期刊
CiteScore
10.50
自引率
7.00%
发文量
18
期刊介绍: The business world has undergone many changes because of information technology, and the impact of the Internet may cause one of the biggest yet. While many people use the Internet for educational and entertainment purposes, organizations and companies are looking for ways to tie their internal networks to this global network to conduct electronic commerce. While companies have been conducting business electronically with suppliers and customers for many years, conducting online commerce via the Internet offers even greater opportunities for multinational, national, and even small businesses to cut costs, improve efficiency, and reach a global market.
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