Descripción
Marketing has consistently kept up with environmental trends and adapted strategies to meet current demands. An example of this is marketing 5.0, which incorporates artificial intelligence through chatbots to enhance competitiveness and provide a better service experience to customers. This research assesses customer satisfaction regarding their experience with chatbots in service marketing strategies. The study uses a quantitative research approach and is both descriptive and explanatory. The study population consisted of 50 graduates, and a sample of 45 graduates was selected using a 95% confidence level and a 5% margin of error. The data was collected using a Likert-type survey, and the estimated value of Cronbach's Alpha for the research instrument was 1.00, indicating excellent reliability. The results indicate that 66.7% of users who have used chatbots at some point are satisfied, and 24.4% are delighted, demonstrating the importance of this tool for companies looking to enhance their marketing strategies and improve their services. They are constantly at the forefront, as evidenced by marketing 5.0, which has incorporated artificial intelligence through chatbots to be more competitive and offer a more satisfactory service experience to the customer. This research aims to determine customer satisfaction regarding their experience with the chatbot companies that use them as part of their service marketing strategies. The study is situated using a quantitative research approach, and at the same time, it is of a descriptive and explanatory type and level. The study population consisted of 50 graduates, from which the sample was calculated, establishing a confidence level of 95%, with a margin of error of 5%, obtaining a sample of 45 graduates to be investigated. The instrument used to collect the information was based on a Likert-type survey, for which the estimated value of Cronbach's Alpha for the instrument of this research represented 1.00, which guarantees that the reliability of the instrument applied is excellent. The results reveal that the level of satisfaction of users who have used chatbots at some point in time consider them to be satisfied and very satisfied with 66.7% and 24.4%, respectively, which shows that this tool has become a fundamental factor for companies to improve their services as part of their marketing strategies. Descripción
El marketing siempre ha estado actualizado en cuanto a las tendencias del entorno, con el fin de aplicar las estrategias conforme a las exigencias actuales, estando siempre a la vanguardia tal y como se ha evidenciado con el marketing 5.0 en la que ha incorporado la inteligencia artificial a través de los chatbots para ser más competitiva y ofrecer una experiencia de servicio más satisfactoria al cliente El objetivo de esta investigación es determinar el nivel de satisfacción del cliente, en cuanto a su experiencia con los chatbots empleados por las empresas como parte de sus estrategias de marketing de servicios. El estudio es carácter cuantitativo, de tipo descriptivo y explicativo. La población está conformada por 50 licenciados, de la cual se calculó la muestra estableciendo un nivel de confianza del 95%, con un margen de error del 5%, obteniendo una muestra de 45 licenciados a indagar. El instrumento empleado para recabar la información fue en base a una encuesta tipo Likert, con un alpha de Cronbach de 1.00 para la confiabilidad del instrumento. Los resultados revelan que el nivel de satisfacción de los usuarios que han empleado en algún momento chatbots consideran estar satisfechos y muy satisfechos con un 66.7% y 24.4%, respectivamente, lo que pone en evidencia que esta herramienta se ha convertido en un factor significativo de las empresas para mejorar sus servicios como parte de sus estrategias de marketing.
Editorial
Universidad de Panamá Centro Regional Universitario de Colón Ciudad de Colón, Panamá