Naslov
An exploratory study on chatbots in business-to-business: Drivers of chatbot usage and its effect on professional relationship

Autori
Maga, Sara ; Bodlaj, Mateja

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

Izvornik
EMCB 2022 Conference Proceedings: Marketing in Emerging Markets in the New Normal / - Ljubljana : Ekonomska fakulteta Univerze v Ljubljani, 2022, 11-13

Skup
Emerging Markets Conference Board 2022 Conference

Mjesto i datum
Ljubljana, Slovenija, 30.05.2022. - 31.05.2022

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
Chatbots, B2B marketing, Uses and gratifications theory, Conversational marketing, B2B relationship

Sažetak
Business customers increasingly spend more time in digital environments which is why many organizations integrate digital solutions like chatbots to facilitate interactions with customers. Chatbots are computer programs that simulate human conversation through voice or text and serve as virtual assistants to users. As such, they are a medium of conversational marketing that uses a targeted one-to-one approach, real-time messaging and personalization. To date, most of the studies dealt with understanding chatbots from an end-consumer perspective, while there are no studies investigating chatbot usage in a business-to-business (B2B) setting. Buying behavior in B2B is different than the one in business-to-customer (B2C) with business customers valuing different factors when they evaluate company offerings.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA