Naslov
Drivers and outcomes of chatbot use in business-to-business setting: An exploratory study

Autori
Maga, Sara ; Bodlaj, Mateja

Vrsta, podvrsta i kategorija rada
Sažeci sa skupova, sažetak, znanstveni

Izvornik
Proceedings of the European Marketing Academy, 5oth / - Kaunas, 2022, 111769-111770

Skup
13th EMAC Regional Conference

Mjesto i datum
Kaunas, Litva, 21.09.2022. - 23.09.2022

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
conversational marketing ; chatbots ; B2B marketing

Sažetak
Although chatbots are growing in popularity in the B2C literature, understanding of the B2B perspective remains limited. B2B buying behaviour varies as business customers appreciate different factors while evaluating company offerings. Therefore, this study aims to explore what motivates business customers to use chatbots and whether and how this usage can affect professional relationships. A qualitative study is conducted in the form of in-depth interviews with B2B managers and executives possessing real-life experience with chatbots for business purposes. The findings suggest that productivity as a result of timesaving matters, as do the convenience and self-service of chatbots, which simplify their work and enable them to avoid human representatives. The study shows the importance of personality type in explaining chatbot usage and indicates that chatbots can help build professional relationships.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA