A Case Study of Chatbot Implementation: An exploratory study of how organizations implement chatbot solutions within the framework of new self service technology

Detta är en D-uppsats från Handelshögskolan i Stockholm/Institutionen för företagande och ledning; Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

Sammanfattning: New Self Service Technology (SST) is increasingly being implemented within many organizations. One of the most successful recent developments within SST can be identified as chatbot solutions within customer support functions. Despite a high academic and practical interest in general New Technology Implementation, research into Self Service Technology and its implementation process from an organizational perspective is scarce. This study contributes to research by studying three real-life cases of chatbot implementation within leading organizations in the banking and financial services industry. Through a case study approach, using an iterative and interpretative approach, this work compares three distinct cases of chatbot implementations. The depictions of our case companies Klarna, SEB, and Swedbank are extended by including the critical perspectives of external specialists within Artificial Intelligence (AI). Through the lens of models within Innovation Management and New Self Service Technology Implementation , the three cases are analyzed.. Our main findings support the view that (1) organizations follow an iterative and flexible innovation process during their chatbot implementation. There are three additional major factors, which are perceived as important by organizations during the chatbot implementation process. (2) Organizations consider the existing trade-off between increasing the chatbot s ease to use and the usefulness of the chatbot. (3) Organizations consider the existing trade-off between the usefulness of the chatbot and risk that customers will not embrace the chatbot. Lastly, we find that (4) the factor of human interaction seems to be obsolete in the implementation of chatbots as a New Self Service Technology.

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