Bir E-Hizmet Yardımcısı Olarak Sohbet Robotlarının Müşteri Tatminine Etkisi
Oğuz, Şevket Emre
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The purpose of the study is to investigate the effects of the marketing efforts of chatbots in Turkey on customer satisfaction. The marketing efforts of chatbots are defined as interaction, entertainment, trendiness, customization and problem solving. Within the scope of the research, data were collected from 471 participants who experienced chatbots in Turkey via online survey method. The collected data were analyzed with the multiple linear regression method using the SPSS program. According to the findings of the study, it was concluded that the interaction, entertainment, trendiness, customization and problem solving efforts of chatbots have a positive effect on customer satisfaction. In addition, the participants stated that they mostly use chatbots in the e-commerce sector. Contribution to the field of digital marketing is made by examining chatbots and marketing effort dimensions, which are discussed in a limited number of studies in the existing literature.