Please use this identifier to cite or link to this item: http://hdl.handle.net/1893/31307
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dc.contributor.authorWilson-Nash, Carolynen_UK
dc.contributor.authorGoode, Amyen_UK
dc.contributor.authorCurrie, Aliceen_UK
dc.date.accessioned2020-06-20T00:00:11Z-
dc.date.available2020-06-20T00:00:11Z-
dc.date.issued2020-11-04en_UK
dc.identifier.urihttp://hdl.handle.net/1893/31307-
dc.description.abstractPurpose The purpose of this paper is to contribute to the special issue theme by exploring customer response to automated relationship management tactics on social media channels. Design/methodology/approach A total of 17 in-depth interviews of young adults, ranging from the age of 19 to 26, were conducted. From this, customer journey maps were compiled incorporating socialbots as a valuable touch point along the service delivery cycle. Findings The research frames the socialbot as a valued customer service agent to young adults with some favouring this over telephone and email communication methods. Younger consumers respond positively to the quick resolution offered by the socialbot mechanism with most acknowledging that the bot is only able to manage simplified requests. Human-to-human customer relationship management is preferential when the query reaches critical mass. Research limitations/implications Socialbots on Facebook Messenger provided the research context for this study; therefore, other platforms and owned website bots should be considered in future studies. Practical implications This research identifies the younger generation as a key target market for the development of customer service-related bots. Originality/value To the best of the authors’ knowledge, this is the first study to examine the socialbot as an automated touch point in the customer journey and contributes knowledge to the growing body of literature focussed on artificial intelligence in customer service. Moreover, it provides valuable qualitative insights into how socialbots influence the customer experience and related outcome measures.en_UK
dc.language.isoenen_UK
dc.publisherEmeralden_UK
dc.relationWilson-Nash C, Goode A & Currie A (2020) Introducing the socialbot: a novel touchpoint along the young adult customer journey. European Journal of Marketing, 54 (10), pp. 2621-2643. https://doi.org/10.1108/ejm-07-2019-0555en_UK
dc.rightsPublisher policy allows this work to be made available in this repository. Published in European Journal of Marketing by Emerald. The original publication is available at: https://doi.org/10.1108/ejm-07-2019-0555. This article is deposited under the Creative Commons Attribution Noncommercial International Licence 4.0 (CC BY-NC 4.0). Any reuse is allowed in accordance with the terms outlined by the licence (https://creativecommons.org/licenses/by-nc/4.0/). To reuse the AAM for commercial purposes, permission should be sought by contacting permissions@emeraldinsight.com.en_UK
dc.rights.urihttp://creativecommons.org/licenses/by-nc/4.0/en_UK
dc.subjectSocialbotsen_UK
dc.subjectCustomer journeyen_UK
dc.subjectCustomer experienceen_UK
dc.subjectTouchpointen_UK
dc.subjectSocial networking sitesen_UK
dc.subjectArtificial intelligenceen_UK
dc.titleIntroducing the socialbot: a novel touchpoint along the young adult customer journeyen_UK
dc.typeJournal Articleen_UK
dc.identifier.doi10.1108/ejm-07-2019-0555en_UK
dc.citation.jtitleEuropean Journal of Marketingen_UK
dc.citation.issn0309-0566en_UK
dc.citation.issn0309-0566en_UK
dc.citation.volume54en_UK
dc.citation.issue10en_UK
dc.citation.spage2621en_UK
dc.citation.epage2643en_UK
dc.citation.publicationstatusPublisheden_UK
dc.citation.peerreviewedRefereeden_UK
dc.type.statusAM - Accepted Manuscripten_UK
dc.author.emailcarolyn.wilson@stir.ac.uken_UK
dc.citation.date25/05/2020en_UK
dc.contributor.affiliationMarketing & Retailen_UK
dc.contributor.affiliationMarketing & Retailen_UK
dc.identifier.isiWOS:000537479200001en_UK
dc.identifier.scopusid2-s2.0-85085882442en_UK
dc.identifier.wtid1633911en_UK
dc.contributor.orcid0000-0002-1271-3169en_UK
dc.date.accepted2020-04-24en_UK
dcterms.dateAccepted2020-04-24en_UK
dc.date.filedepositdate2020-06-16en_UK
rioxxterms.apcnot requireden_UK
rioxxterms.typeJournal Article/Reviewen_UK
rioxxterms.versionAMen_UK
local.rioxx.authorWilson-Nash, Carolyn|0000-0002-1271-3169en_UK
local.rioxx.authorGoode, Amy|en_UK
local.rioxx.authorCurrie, Alice|en_UK
local.rioxx.projectInternal Project|University of Stirling|https://isni.org/isni/0000000122484331en_UK
local.rioxx.freetoreaddate2020-06-16en_UK
local.rioxx.licencehttp://creativecommons.org/licenses/by-nc/4.0/|2020-06-16|en_UK
local.rioxx.filenameWilson-Nash-etal-EJM-2020.pdfen_UK
local.rioxx.filecount1en_UK
local.rioxx.source0309-0566en_UK
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