The deployment of chatbot to improve customer service in higher education institutions during COVID-19
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 s...
| Authors: | , , , |
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| Format: | article |
| Status: | Published version |
| Publication Date: | 2022 |
| Country: | Brasil |
| Institution: | Universidade Nove de Julho (UNINOVE) |
| Repository: | International Journal of Innovation (São Paulo) |
| Language: | English |
| OAI Identifier: | oai:ojs.periodicos.uninove.br:article/20652 |
| Online Access: | https://periodicos.uninove.br/innovation/article/view/20652 |
| Access Level: | Open access |
| Keyword: | Chatbot Higher education institutions Covid-19 Service marketing. Institución de enseñanza superior Marketing de servicios. Instituição de ensino superior Marketing de serviços. |
| Summary: | 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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