應用層級分析法(AHP)發展客服型聊天機器開發策略之研究

客服單位在企業裡一直扮演著與用戶溝通的重要橋梁。隨著科技的進步，企業開始漸漸的使用聊天機器人應用在客戶服務，以取代部分客服人力，達到節省成本目的。本研究對於相關文獻進行彙整與探討，整理出客服型聊天機器人服務品質之關鍵因素，並使用層級分析法(AHP)，透過問卷調查機器人使用者對於各關鍵因素之間重要性的比較，最後彙整為各因素的權重與優先順序。可協助企業在資源或時間有限下，選擇最重要的因素進行改善，以加強消費者所感受到的服務品質，維持消費者滿意度。研究結果發現，「轉接專人接手」是客服型聊天機器人服務品質最重要的關鍵因素，其次是「隱私」。該結果顯示，使用者認為聊天機器人必須能夠快速的判斷使用者問題，若無法處理需當機立斷的轉接給真人客服專員接手處理，並保護好個人隱私。

關鍵字

聊天機器人；關鍵成功因素； AHP層級分析法

並列摘要

Customer service units have always played an important bridge in communication with users. With the advancement of technology, companies are gradually using chat robot applications in customer service to replace part of the customer service manpower and achieve cost savings. This study summarizes and discusses the relevant literature, sorts out the key factors of the service quality of customer service chatbots, and uses hierarchical analysis (AHP) to investigate the comparison of the importance of each key factor by robot users through questionnaires. The weight and priority of each factor. It can assist enterprises to choose the most important factors for improvement under limited resources or time, so as to strengthen the service quality felt by consumers and maintain consumer satisfaction. The results of the study found that "transferring someone to take over" is the most important key factor in the service quality of customer service chatbots, followed by "privacy". The results show that users believe that chatbots must be able to quickly determine user problems. If they are unable to deal with the need to make a decisive transfer to a real-time customer service specialist to take over and protect personal privacy.