Customer Experience of Chatbots in the Banking Industry

Sammanfattning

The thesis studies customer experiences in banking chatbot interactions. It particularly examines how experiences are valued by utilitarian and hedonic lenses. While previous research has studied customer experience of banking chatbots through dimensions accessibility, ability, benevolence, integrity, and kindliness, it lacks depth on what customers become preoccupied with in respective dimension and examine these preoccupations through a utilitarian and hedonic customer value lens. A qualitative study was conducted with seven participants that have interacted with a banking chatbot. The results show that customer’s experiences through utilitarian and hedonic lens, can be interpreted by subdimensions identified in this thesis (see table 4). The thesis illustrates that studying customer experiences of banking chatbots through, utilitarian customer value, implies if customers are preoccupied with functionality and attributes, then it weighs more in the interaction. If customers are preoccupied with emotional responses, then hedonic customer value is the important perspective to consider. The thesis contribution of subdimensions (see table 4), illustrates key ideas to build an understanding to how customers are experiencing utilitarian and hedonic value through accessibility, ability, benevolence, integrity, and kindliness, in banking chatbots.