- 學位論文
AI智能客服之服務品質對企業品牌形象及客戶滿意度影響之研究--以電信業為例
Research on the Impact of AI Intelligent Customer Service Quality on Corporate Brand Image and Customer Satisfaction - Taking the Telecommunications Industry as an Example
摘要
AI智能客服雖然能減少客服的大量成本，卻也因目前AI的不夠人性化，無法完全得到客戶預期中的答案，或是客戶覺得跟機器對話不夠熱忱、沒有温度等。導致部份客戶覺得AI還是很排斥、無法接受。 國內三家行動電信業者，雖然是科技業，但是客戶數眾多，要採用某一項AI產品，通常要測試很久，而且客戶群大，都會有一小部份的人會有不一樣的滿意度回應，因此目前使用AI智能客服的項目並沒有佷多。故本研究就是要探討若電信公司大量使用AI智能客服，對服務品質、客戶滿意度及公司品牌形象是否有受到影響。 本研究是以曾經接受過電信業的AI智能客服的民眾為研究對象，其中共回收有效290份問卷，(共回收350份，但剔除掉未接受過AI智能客服的經驗共60份)，作信度分析、相關性分析，探討及驗證各項假設、研究結論如下： 1. 人們對電信公司提供的智能客服服務的品質，並沒有明顯的不滿意評等。 2. 智能客服可以提高客戶的滿意度、提昇公司的品牌形象。 3. 客戶也是一致希望電信公司可以提供更多的AI智能客戶服務項目，以快速解決客戶的問題，也減少等待的時間。
並列摘要
Although AI intelligent customer service can reduce a lot of customer service costs, it is also because the current AI is not humane enough and cannot fully get the answers expected by customers, or customers feel that talking to the machine is not warm enough. As a result, some customers feel that AI is still very repulsive and unacceptable. To adopt a certain AI product, for the three domestic mobile telecommunication companies, it usually takes a long time to test. Because of the customer base is large, a small number of people will have different satisfaction responses. Therefore, there are currently not many projects using AI intelligent customer service. This study is to explore whether the service quality, customer satisfaction and company brand image will be affected if telecommunication companies use AI intelligent customer service extensively. This study is based on people who have received AI intelligent customer service in the telecommunications industry during the past one year. Reliability analysis, correlation analysis, discussion and verification of various hypotheses, and research conclusions are as follows: 1. People have no obvious dissatisfaction with the quality of smart customer service provided by telecommunications companies. 2. Intelligent customer service can improve customer’s satisfaction and enhance the company's brand image. 3. Customers also unanimously hope that telecom companies can provide more AI intelligent customer service projects to quickly solve customer problems and reduce waiting time.