The Role of Chatbots in Enhancing Customer Experience: Literature Review

Abstract

Today's competitive world uses different marketing opportunities to achieve business goals. Customer experience is a core component in marketing studies; firms need to create strong and enduring customer experiences. To achieve this goal, enterprises can use technology, especially since it reshapes the nature of service, customers’ experiences, and customer relationship management. In this sense, the purpose of the present article is to highlight the role of AI throughout chatbot in enhancing customer experience. We try to bring some answers to our following problematic: how do AI based Chatbots influence the customer experience? To do so, we conducted a systematic literature review. 23 marketing journals were reviewed from two prominent databases (Elsevier and Web of Science). Finally, Fourteen peer-reviewed journal publications in marketing field were analysed. The study found that the analysed marketing journals paid less attention to intelligent agents within the field of customer experience. Another observation is that most of research on chatbots and customer experience in these two databases were conducted between 2020 and 2021. Research implications and directions for future research across marketing field were suggested.