How Does the Implementation of AI Chatbots Affect Brand Perception and Satisfaction in Micro-Businesses

Sammanfattning

Background In the realm of contemporary marketing the implementation of AI Chatbots has emerged as a pivotal subject shaping brand perception and satisfaction in micro-businesses. As businesses increasingly integrate artificial intelligence into their customer service operations, understanding the implications of AI chatbot implementation on brand perception and satisfaction in micro-businesses becomes paramount. Purpose The purpose of this paper is to gain a further understanding of how AI Chatbots affects brand perception and satisfaction in micro-businesses. The answer to this research question will not only contribute to resolving the identified gap but also offer actionable insights and recommendations for micro-business owners and managers. Method A qualitative research approach has been selected. The approach entails employing AI Chatbots in three different micro-businesses and conducting interviews with three potential clients of each micro-business. Conclusion The study demonstrates that AI Chatbots significantly influence brand perception and brand satisfaction in micro-businesses, enhancing the brand image by presenting a modern and friendly persona. However, their impact on brand satisfaction varies across different types of businesses; low-effort businesses see noticeable improvements while high-effort ones, like plastic surgery services, do not experience substantial gains due to already high expectations.