Customer service chatbots: A qualitative interview study into the communication journey of customers

The current qualitative interview study describes the communication journey of customers who wish to contact companies, and their evaluation of chatbot communication within this journey. Interviews were conducted with a sample (N = 24) that was varied in terms of gender, age, educational level and household composition. Experiences with nine customer service chatbots were included. The analysis focuses on three stages in the journey: first, customers’ prior expectations when contacting a company; second, their experiences during chatbot conversations, and third, their final conclusions about under which conditions customer service chatbots should be implemented, and the consequences of chatbot communication for customers’ company perceptions. Implications for research and practice are discussed.