Explore the impact from Chatbot communication on the customer satisfaction: the case of Thai telecom services

Abstract

In the present day, the technology had dramatically developed during pandemic especially the communication between consumers to the brands. Chatbots (one type of communication assistance technology) has implemented in Thai telecom industry as the high internet penetration in Thailand. The study objectives are identifying affect to user satisfaction and understand the mutual users’ direction as the purpose of developing better customer experiences which has the scope of study on Thai telecom brands (AIS, TRUE, DTAC) market. In this study, the quantitative methodology is applied; the method begins with the past research review relating to chatbot field to construct the framework based on the five independent variables (information quality, perceived usefulness, perceived risk, perceived ease of use and anthropomorphism) to customer satisfaction. The survey includes 108 samples from the survey and utilize the output to run the statistical analysis. The analysis indicates that information quality, perceived ease of use and anthropomorphism have the relationship with satisfaction. Chatbots could provide the type of services which don’t have complexity such as pay bill and check balance. Furthermore, majority of samples tend to call the human agent and use the chatbot by once a month; therefore, the users partly satisfy the chatbot service and overall provided service in chatbot could not properly fulfill the users’ expected.