O papel dos assistentes virtuais antropomórficos na mediação e experiência do cliente
DOI:
https://doi.org/10.22409/contracampo.v43i3.63776Palavras-chave:
Assistente Virtual, Chatbot, Branding, Marcas HumanizadasResumo
O objetivo do artigo é analisar as características dos assistentes virtuais antropomórficos utilizados no mercado brasileiro e avaliar seu potencial para promover a interação entre clientes e marcas. Como base nessas informações busca- se fornecer orientações para as empresas que desejam adotar essa estratégia. O survey contou com 135 respondentes e a netnografi a abrangeu sites e demais canais da Lu (Magazine Luiza), Nat (Natura), CB (Casas Bahia) e Sam (Samsung). A teoria versa sobre VAs e antropomorfi smo e conta com Chérif e Lemoine (2019), Noor et al. (2022), entre outros. Os resultados evidenciaram que a humanização dos VAs pode enriquecer a experiência do cliente, influenciando suas percepções e avaliações. No entanto, apresenta desafi os como atender às expectativas dos clientes, fornecer informações precisas e alinhadas, garantir segurança e privacidade dos dados.
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Copyright (c) 2024 Luciane Pereira Viana, Dusan Schreiber
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