Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/276109 
Year of Publication: 
2020
Citation: 
[Journal:] Marketing Review St.Gallen [ISSN:] 1865-7516 [Volume:] 37 [Issue:] 5 [Year:] 2020 [Pages:] 50-57
Publisher: 
Thexis Verlag, St.Gallen
Abstract: 
Artifcial intelligence and natural language processing are fundamentally changing consumer-firm interactions. Sales automation via chatbots is often merely thought of as a cost­-saving opportunity. This paper argues that well­-designed chatbots allow to establish and nurture customer-firm relationships. The paper proposes a framework that assists in designing and dynamically adapting interface features to brand characteristics and customer needs. The framework is mapped along the traditional sales funnel, suggesting strategies for integrating chatbots throughout the entire customer journey.
Document Type: 
Article

Files in This Item:
File
Size





Items in EconStor are protected by copyright, with all rights reserved, unless otherwise indicated.