The deployment of chatbot to improve customer service in higher education institutions during COVID-19

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

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.


Keywords


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

Full Text:

PDF

References


Accenture Digital. (2018). Chatbots are here to stay: so what you waiting for?. Disponível em 19 de junho de 2020 em: https://drive.google.com/file/d/18hSz5fA2LJBoCsim2Zkoy1JmDbGHr6TL/view?usp=sharing

Beck, D., Storopoli, J. (2021). Cities through the lens of Stakeholder Theory: A literature review. Cities, 118, 103377. https://doi.org/10.1016/j.cities.2021.103377

Brill, T.M., Munoz, L., & Miller, R.J. (2019). Siri, alexa, and other digital assistants: a study of customer satisfaction with artificial intelligence applications. Journal of Marketing Management, 35(15-16), 1401-1436. http://dx.doi.org/10.1080/0267257X.2019.1687571

Carayannis, E. G., Grigoroudis, E., Campbell, D. F., Meissner, D., Stamati, D. (2018). The ecosystem as helix: an exploratory theory‐building study of regional co‐opetitive entrepreneurial ecosystems as Quadruple/Quintuple Helix Innovation Models. Rd Management, 48(1), 148-162. https://doi.org/10.1111/radm.12300

Cheng, Y., & Jiang, H. (2021). Customer–brand relationship in the era of artificial intelligence: understanding the role of chatbot marketing efforts. Journal of Product & Brand Management,Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JPBM-05-2020-2907

Chung, M.J., Ko, E.J., Joung, H.R. & Kim, S.J. (2018). Chatbot e-service and customer satisfaction regarding luxury brands. Journal of Business Research, 117, 587-595. https://doi.org/10.1016/j.jbusres.2018.10.004

Coimbra, A. (2004). A diferença está nos detalhes: marketing educacional. Brasília: New Date Agency, 15.

Costa, P. R. D., Porto, G. S., Feldhaus, D. (2010). Gestão da cooperação empresa-universidade: o caso de uma multinacional brasileira. Revista de Administração Contemporânea, 14(1), 100-121. https://doi.org/10.1590/S1415-65552010000100007

Costa, P. R. D., Porto, G. S. (2014). Governança tecnológica e cooperabilidade nas multinacionais brasileiras. Revista de Administração de Empresas, 54(2), 201-221. https://doi.org/10.1590/S0034-759020140207

Costa, P. R., Porto, G. S. (2014). Elementos tecnológicos determinantes das capacidades dinâmicas de inovação e cooperação: um estudo com as Multinacionais Brasileiras. Revista Ibero Americana de Estratégia, 13(3), 77-93. https://www.redalyc.org/articulo.oa?id=331232580007

Daugherty, P., & Wilson, H. (2018). Collaborative Intelligence: humans and AI are joining forces. Harvard Business Review, jul-aug, 114-123. https://hbr.org/2018/07/collaborative-intelligence-humans-and-ai-are-joining-forces

DiMaggio, P. J., & Powell, W. W. (1983). The Iron Cage Revisited: Institutional Isomorphism and Collective Rationality in Organizational Fields. American Sociological Review, 48(2), 147–160. https://doi.org/10.2307/2095101

Gartner. (2011). Gartner Customer 360 - Summit 2011. [S.l.].

Giglio, E. (1996). O comportamento do consumidor e a gerência do marketing. São Paulo: Pioneira.

Glyptou, K. (2020). Destination Image Co-creation in Times of Sustained Crisis. Tourism Planning & Development, 18(2), 166-188. https://doi.org/10.1080/21568316.2020.1789726

Google. (2021). Relatórios de mobilidade da comunidade. Disponível em 30 de junho de 2021 em: https://www.google.com/covid19/mobility/

Hinson, R. E., Osabutey, E. L. C., & Kosiba, J. P. (2018). Exploring the dialogic communication potential of selected African destinations’ place websites. Journal of Business Research, 116, 690-698. https://doi.org/10.1016/j.jbusres.2018.03.033

Hsu, P. L., Maccari, E. A., Mazieri, M. R., Storopoli, J. E. (2018). A Bibliometric Review of Institutional Theory on Higher Education Institutions. Future Studies Research Journal: Trends and Strategies, 10(3), 383-401. https://doi.org/10.24023/FutureJournal/2175-5825/2018.v10i3.384

Ind, N., Iglesias, O., & Schultz, M. (2013). Building Brands Together: Emergence and Outcomes of Co-Creation. California Management Review, 55(3), 5-26. https://doi.org/10.1525/cmr.2013.55.3.5

Jepma, L. (2019). https://chatbotsmagazine.com/chatbots-in-2019-5-trends-7c50d3050930.

Juniper Research. (2018). Top 10 tech trends for 2018. Disponível em 19 de junho de 2020 em: https://www.juniperresearch.com/document-library/white-papers/juniper-research-top-10-tech-trends-for-2018.

Kaczorowska-Spychalska, D. (2019). How chatbots influence marketing. Management, 23(1), 251-270. https://doi.org/10.2478/manment-2019-0015

Kaiser M., Buttkereit A.F., & Hagenauer J. (2019). Journalistische Praxis: Chatbots. Springer, Wiesbaden.

Kim, A.J., & Ko, E. (2010). Impacts of luxury fashion brand’s social media marketing on customer relationship and purchase intention. Journal of Global Fashion Marketing, 1(3), 164-171. https://doi.org/10.1080/20932685.2010.10593068

Li, L., Lee, K., Emokpae, E., & Yang, S. (2020). What makes you continuously use chatbot services? Evidence from chinese online travel agencies. Eletronic Markets. https://doi.org/10.1007/s12525-020-00454-z

Lugosi, P. (2014). Mobilising identity and culture in experience co-creation and venue operation. Tourism Management, 40, 165–179. https://doi.org/10.1016/j.tourman.2013.06.005

Mkt4edu. (2020). Uso de chat para captação de alunos nas 500 maiores IES do Brasil. Disponível em 19 de junho de 2020 em: https://drive.google.com/file/d/1Of5PB_9b8vNHCDzbuk7diiUqvQDUob2V/view?usp=sharing

Normann, R. (1993). Administração de serviços: estratégia e liderança na empresa de serviços. São Paulo: Atlas.

Prahalad, C., & Ramaswamy, V. (2004). Co-creation experiences: the next practice in value creation. Journal of Interactive Marketing, 18(3), 5-14. https://doi.org/10.1002/dir.20015

Przegalinska, A., Ciechanowski, L., Stroz, A., Gloor, P., & Mazurek, G. (2019). In bot we trust: a new methodology of chatbot performance measures. Business Horizon, 62, 785-797. https://doi.org/10.1016/j.bushor.2019.08.005

Rajdev, N. (2017). Rethinking chatbots: they’re not just for customers. https://www.entrepreneur.com/article/295157

Ranjan, K., & Read, S. (2016). Value co-creation: concept and measurement. Journal of the Academy of Marketing Science, 44, 290-315. https://doi.org/10.1007/s11747-014-0397-2

Ribeiro, T., Costa, B., & Freire, O. (2021). Cocriação de valor no turismo: validação e replicação de escala em relação à intenção de recomendação boca-a-boca. Revista Brasileira de Pesquisa em Turismo, 15(2), e-1924. https://doi.org/10.7784/rbtur.v15i2.1924

Riikkinen, M., Saarijarvi, H., Sarlin, P., & Lahteenmaki, I. (2018). Using artificial intelligence to create value in insurance. International Journal of Bank Marketing, 36(3), 1145-1168. https://doi.org/10.1108/IJBM-01-2017-0015

Rodrigues, C., Gonçalves, R., Neto, F., & Camargo, R. (2021). Chatbot: uma solução para melhorar a eficiência das respostas nas secretarias de instituições de ensino superior. Future Studies Research Journal: Trends and Strategies [FSRJ], 13(1), 129-148. Doi: https://doi.org/10.24023/FutureJournal/2175-5825/2021.v13i1.578

Seiders, K., Voss, G.B., Godfrey, A.L. & Grewal, D. (2007). SERVCON: development and validation of a multidimensional service convenience scale. Journal of the Academy of Marketing Science, 35(1), 144-156. https://doi.org/10.1007/s11747-006-0001-5

SEMESP. (2020). Mapa do Ensino Superior no Brasil. 10ª ed. Instituto SEMESP.

Souza, B. C. C., de Souza Arantes, J. C., & Dias, S. A. A. (2015). Captação de alunos. Revista de Ciências Gerenciais, 15(22), 87-105.

Stewart, D. W., & Pavlou, P. A. (2002). From consumer response to active consumer: Measuring the effectiveness of interactive media. Journal of the Academy of Marketing Science, 30(4), 376-396. https://doi.org/10.1177/009207002236912

Tegmark, M. (2017). Life 3.0: Being human in the age of artificial intelligence. Taurus.

Vargo, S., & Lusch, R. (2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 68(1), 1-17. https://doi.org/10.1509/jmkg.68.1.1.24036

Vargo, S., & Lusch, R. (2008). Service-dominant logic: Continuing the evolution. Journal of the Academy of Marketing Science, 36(1), 1-10. https://doi.org/10.1007/s11747-007-0069-6

Xie, L., Li, D., & Keh, H.T. (2020). Customer participation and well-being: the roles of service experience, customer empowerment and social support. Journal of Service Theory and Practice, 30(6), 557-584. https://doi.org/10.1108/JSTP-11-2019-0228

Yin, R. K. (2015). Estudo de caso: planejamento e métodos. (5a ed.). Porto Alegre: Bookman.




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

Refbacks

  • There are currently no refbacks.


Copyright (c) 2022 International Journal of Innovation

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

International Journal of Innovation

e-ISSN: 2318-9975
journaliji.org

Int. J. Innov ©2022 – All rights reserved

Is this work licensed with a License
Creative Commons Atribuição-NãoComercial-CompartilhaIgual 4.0 Internacional