컨택센터 중심에서 인공지능 챗봇 중심 고객 서비스로의 사용자 전환의도에 관한 연구
A Study on User Switching Intention from Contact Center-oriented to AI Chatbot-Oriented Customer Services
0
조회
0
다운로드
2
인용
0
참고문헌
키워드
초록
This study analyzes the factors and effects on the users' intention to switch from contact center-oriented to AI chatbot-oriented customer services by combining Push-Pull-Mooring Model and provides insights for companies considering the adoption of AI chatbots. To test the model, we surveyed users with experience using chatbots at least once across different age groups. Finally, we analyzed 176 cases for the analysis using IBM SPSS Statistics and SmartPLS 4.0. The results of hypotheses testing rejected the hypotheses for variables of inconsistent quality and low availability of push factors and low switching cost of mooring factor while accepting the hypotheses for the tardy response of push factors and all pull factors. Therefore, these findings provide important implications for researchers and practitioners who wish to conduct research or adopt AI chatbots. In conclusion, users do not feel inconvenienced by the contact center-oriented service but also perceive high trust and convenience with AI chatbot-oriented service. However, despite low switching costs, users consider chatbots a complementary tool rather than an alternative. So, companies adopting AI chatbots should consider what features the users expect from AI chatbots and facilitate these features when implementing AI chatbots.
Abstract
This study analyzes the factors and effects on the users' intention to switch from contact center-oriented to AI chatbot-oriented customer services by combining Push-Pull-Mooring Model and provides insights for companies considering the adoption of AI chatbots. To test the model, we surveyed users with experience using chatbots at least once across different age groups. Finally, we analyzed 176 cases for the analysis using IBM SPSS Statistics and SmartPLS 4.0. The results of hypotheses testing rejected the hypotheses for variables of inconsistent quality and low availability of push factors and low switching cost of mooring factor while accepting the hypotheses for the tardy response of push factors and all pull factors. Therefore, these findings provide important implications for researchers and practitioners who wish to conduct research or adopt AI chatbots. In conclusion, users do not feel inconvenienced by the contact center-oriented service but also perceive high trust and convenience with AI chatbot-oriented service. However, despite low switching costs, users consider chatbots a complementary tool rather than an alternative. So, companies adopting AI chatbots should consider what features the users expect from AI chatbots and facilitate these features when implementing AI chatbots.
참고문헌 (50)
- 코로나 19, 언택트 사회를 가속화하다, "배영임", 1~26
- 김영식, "포스트코로나 시대 미래기술 사회 전망", 한국IT서비스학회 춘계학술대회, pp.267~280 (2020)
- 정태웅, "비대면 서비스 강화를 위한 전략적 탐색: R 호텔 키오스크 도입 사례연구", (사)디지털산업정보학회 논문지, 17(2), pp.73~83 (2021), (사)디지털산업정보학회
- "Gartner Predicts Conversational AI Will Reduce Contact Center Agent Labor Costs by $80 Billion in 2026" (2022)[URL]
- "‘대화형AI’ 오는 2026년 컨택센터 상담원인건비 800억 달러 절감한다. 우려인가, 비전인가?" (2022), 최창현[URL]
- 최지영, "가상 캐릭터를 활용하여 아동의 구어 대화를 유도하는 대화형 에이전트", 멀티미디어학회논문지, 23(10), pp.1296~1306 (2020), 한국멀티미디어학회
- Wirtz, J., "Brave New World: Service Robots in the Frontline", Journal of Service Management, 29(5), pp.907~931 (2018)
- 김진우, "금융권 챗봇 서비스 수용의도에 영향을 미치는 요인 연구: UTAUT 모형을 중심으로", 디지털콘텐츠학회논문지, 20(1), pp.41~50 (2019), 한국디지털콘텐츠학회[DOI]
- Jiang, L., "User Switching Behavior: AI Chatbots or Human Agents?", PACIS 2020 Proceedings, pp.1~8 (2020)
- Lai, Y., "Understanding Users’ Switching Intention to AI-powered Healthcare Chatbots", ECIS 2021Proceedings, pp.1~15 (2021)
- 강희주, "메신저 기반의 모바일 챗봇 서비스 사용자 경험 평가 -구글(Allo)과 페이스북(M messenger)을 중심으로-", 한국융합학회논문지, 8(9), pp.271~276 (2017), 한국융합학회[DOI]
- Turing, A. M., "Parsing the turing test", pp.23~65 (2009), Springer
- Ravenstein, E. G., "The Laws of Migration :Second Paper", Journal of the Royal Statistical Society, 52(2), pp.241~305 (1889)
- Bansal, H. S., "Migration to new service providers: Toward a unifying framework of consumers' switching behavior", Journal of the Academy of Marketing Science, 33(1), pp.96~115 (2005)
- Moon, B., "Paradigms in Migration Research : Exploring ‘Mooring’ as a Schema", Progress in Human Geography, 19(4), pp.504~524 (1995)
- 박현선, "Over The Top(OTT) 서비스 전환의도에 영향을 미치는 Push-Pull-Mooring 요인에 대한 실증적 분석", 정보시스템연구, 30(4), pp.71~94 (2021), 한국정보시스템학회
- Heberle, R., "The Causes of Rural-Urban Migration a Survey of German Theories", American Journal of Sociology, 43(6), pp.932~950 (1938)
- Lewis, G. J., "Human Migration: A Geographical Perspective" (1982), Routledge
- Longino, C. F, "The forest and the trees :Micro-level considerations in the study of geographic mobility in old age", Elderly Migration and Population Redistribution, pp.23~34 (1992)
- Hsieh, J. K., "Post-adoption Switching Behavior for Online Service Substitutes: A Perspective of the Push-Pull-Mooring Framework", Computers in Human Behavior, 28(5), pp.1912~1920 (2012)
- Njite, D., "Theorizing Consumer Switching Behavior: A General Systems Theory Approach", Journal of Quality Assurance in Hospitality &Tourism, 9(3), pp.185~218 (2008)
- Zhang, K. Z., "Understanding the blog service switching in Hong Kong: an empirical investigation", Proceedings of the 41st annual Hawaii international conference on system sciences, pp.269~269 (2008)
- Hou, A. C., "Migrating to a new virtual world:Exploring MMORPG switching through human migration theory", Computers in Human Behavior, 27(5), pp.1892~1903 (2011)
- Xu, Y. C., "Retaining and attracting users in social networking services : An empirical investigation of cyber migration", The Journal of Strategic Information Systems, 23(3), pp.239~253 (2014)
- Lin, T. C, "Understanding the Determinants of Consumers' Switching Intentions in a Standards War", International Journal of Electronic, 19(1), pp.163~189
- 최현승, "온라인 쇼핑에서 웹루밍으로의 쇼핑전환 의도에 영향을 미치는 요인에 대한 연구", 지능정보연구, 22(1), pp.1~23 (2016), 한국지능정보시스템학회
- 손제영, "소비자의 신규 소셜미디어 전환행동에 관한 연구: PPM 모형을 중심으로", e-비즈니스연구, 19(5), pp.231~249 (2018), 국제e-비즈니스학회[DOI]
- 정지심, "항공사 업계에서의 고객 전환행동의 이해: push-pull-mooring 관점에서", 호텔경영학연구, 24(1), pp.261~280 (2015), 한국호텔외식관광경영학회
- 최민영, "서비스 품질 일관성지수의 개발에 관한 연구", 서비스경영학회지, 8(3), pp.211~226 (2007), 한국서비스경영학회[DOI]
- Brown, L, "Convenience in services marketing", Journal of Service Marketing, 4(4), pp.53~59 (1990)
- 최낙환, "소비자의 습관적 점포충성도의 개념과 영향요인에 관한 연구", 경영학연구, 41(4), pp.897~922 (2012), 한국경영학회[DOI]
- Garvin, D. A., "Managing quality: The strategic and competitive edge" (1988), Simon and Schuster
- Parasuraman, A., "A conceptual model of service quality and its implications for future research", Journal of marketing, 49(4), pp.41~50 (1985)
- Tenner, A. R., "Total quality management: Three steps to continuous improvement" (1992), Addison Wesley Publishing Company
- 박유식, "대기시간이 서비스품질평가에 미치는영향", 마케팅연구, 15(1), pp.1~25 (2000)
- 서효영, "비대면 서비스 접점인 콜센터의 서비스 품질 차원과 고객만족과의 관계", 대한경영학회지, 26(7), pp.1729~1752 (2013), 대한경영학회
- Mayer, R. C., "An Integrative Model of Organizational Trust", Academy of Management Review, 20, pp.709~734 (1995)
- 정훈실, "패션 챗봇의 품질이 챗봇 신뢰 및 브랜드 신뢰에 미치는 영향", 복식, 69(3), pp.1~14 (2019), 한국복식학회[DOI]
- Seiders, B., "Attention Retailers:How Convenient Is Your Convenience Strategy?", Sloan Management Review, 49(3), pp.79~90 (2000)
- Berry, L. L., "Understanding service convenience", Journal of Marketing, 66(3), pp.1~17 (2002)
- 윤상오, "인공지능 기반 공공서비스의 주요 쟁점에 관한 연구: 챗봇(ChatBot) 서비스를 중심으로", 한국공공관리학보, 32(2), pp.83~104 (2018), 한국공공관리학회[DOI]
- Shirmohammadi, D., "Investigating and prioritizing the effective factors on internet impulse buying behavior of customers (case study: discount group sites)", Business and Management, 7(3), pp.275~290 (2015)
- 한필구, "온라인 쇼핑몰 전환비용의 영향 요인과 효과에 관한 연구", (사)디지털산업정보학회 논문지, 7(3), pp.137~150 (2011), (사)디지털산업정보학회
- 손은정, "상담자의 자기 성찰(reflection)과 전문성 발달", 상담학연구, 4(3), pp.367~380 (2003), 한국상담학회
- 양동현, "콜센터 고객정보시스템의 정보품질이 상담원 업무 성과에 미치는 영향에 관한 연구", 한국IT서비스학회지, 13(1), pp.87~101 (2014), 한국IT서비스학회[DOI]
- Goldenberg, B. J., "CRM in real time:empowering customer relationships" (2008), Information Today, Inc
- Hsieh, P. J., "Understanding medical consumers’intentions to switch from cash payment to medical mobile payment: A perspective of technology migration", Technological Forecasting and Social Change, 173, pp.121074~ (2021)
- Lai, J. Y., "Switching attitudes of Taiwanese middle-aged and elderly patients toward cloud healthcare services: An exploratory study", Technological Forecasting and Social Change, 92, pp.155~167 (2015)
- Henseler, J., "New challenges to international marketing" (2009), Emerald Group Publishing Limited
- 손지선, "사용자 경험 디자인을위한 효율적인 협업 프로세스 방안에 관한 연구:사용성 테스트를 중심으로", 한국HCI 학회 학술대회, pp.1552~1557 (2007)
