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Paris Champerret
Paris Montparnasse
Nowadays, with the increasing use of e-commerce as a purchasing method and evolution
of AI chatbots technologies on customer service solutions, businesses might face the
question: 'Which is the best customer service strategy for the company? Should we
provide customer service through AI chatbots? Or do human frontline employees lead to
higher customer satisfaction?' AI chatbots indeed provide clear benefits, including their
availability and the reduction of costs through being on standby 24/7. However, some
uncertainties remain from its effect on customer satisfaction compared to using human
frontline employees. More so, in post-purchase customer service, since there are clients
who may need help troubleshooting issues such as returns and reimbursements or even
lost packages, which are more sensitive topics because it involves payment. The current
research followed a quantitative approach to understand how the adoption of AI chatbots
in comparison to human frontline employees influences customer satisfaction in post-
purchase customer support in e-commerce. These learnings may be pertinent for
businesses within the e-commerce sector that are unsure about implementing AI chatbots
into customer service.
