A implantação de chatbot para melhorar o atendimento das instituições de ensino superior durante a COVID-19

Gustavo Silva Gonçalves; Thiago de Luca Sant'ana Ribeiro; José Eduardo Valladares Teixeira; Benny Kramer Costa

doi:10.5585/iji.v10i1.20652

Authors

Gustavo Silva Gonçalves Universidade Nove de Julho https://orcid.org/0000-0003-3212-2929
Thiago de Luca Sant'ana Ribeiro Universidade Nove de Julho http://orcid.org/0000-0003-1638-630X
José Eduardo Valladares Teixeira Universidade Nove de Julho http://orcid.org/0000-0001-9757-3435
Benny Kramer Costa Universidade de São Paulo - USP http://orcid.org/0000-0003-1992-1160

DOI:

https://doi.org/10.5585/iji.v10i1.20652

Keywords:

Chatbot, Higher education institutions, Covid-19, Service marketing.

Abstract

Objective of the study: Present the customer service chatbot solutions implemented by MKT4EDU in three Brazilian HEIs.

Methodology/Approach: We adopted the case study as a research method. In-depth interviews with four employees of MKT4EDU, the company responsible for the changes implemented in the student support processes at 3 HEIs, collected the data for this technical report interviews.

Originality/Relevance: Describes in detail the chatbot implementation process adopted at these HEIs and the results obtained.

Main Results: After implementing the changes, by introducing automated bots available 24/7, HEIs met the pent-up demands for student services at a lower cost.

Theoretical/ Methodological Contribution: This study contributes to the chatbot literature by investigating how the education sector can implement this technology from five perspectives: interaction, information, accessibility, entertainment, and customization. We present the number of conversations between chatbot and users and the main topics addressed in these conversations.

Social/Management Contribution: By reporting the improvements implemented with chatbot technology in three different HEIs at a time of crisis, we believe we are collaborating with organizations that face similar situations and need to adapt to a new context.

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Author Biographies

Gustavo Silva Gonçalves, Universidade Nove de Julho

Doutor em Administração pela Universidade Nove de Julho. Mestre em Administração pela Universidade Nove de Julho.

Thiago de Luca Sant'ana Ribeiro, Universidade Nove de Julho

Professor de Administração do IFSP - Caraguatatuba. Doutorando em Administração pela Universidade Nove de Julho. Mestre em Administração pela Universidade Nove de julho (2018). Especialista em Logística e Supply Chain (MBA) pela Faculdade Metropolitana Unidada (2016). Graduado em Administração pela Faculdade São Sebastião (2014).

José Eduardo Valladares Teixeira, Universidade Nove de Julho

Doutorando em Administração pela Universidade Nove de Julho. Mestre em Administração pela Universidade Nove de Julho.

Benny Kramer Costa, Universidade de São Paulo - USP

Professor Titular e Pesquisador do Programa de Pós-Graduação em Administração da Universidade Nove de Julho - UNINOVE, e Professor Livre-Docente do Departamento de Relações Públicas, Propaganda e Turismo da Escola de Comunicações e Artes da Universidade de São Paulo - USP

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