ENDÜSTRİYEL PAZARDA SOHBET ROBOTUNUN KULLANIMINA YÖNELİK NİTEL BİR ARAŞTIRMA

Yıl 2023, , 98 - 127, 31.12.2023

Ezgi Doğan İpek Kazançoğlu

https://doi.org/10.46238/jobda.1299432

Öz

Sohbet robotu yapay zeka uygulamalarından biridir. İşletmeler müşterilerine bilgi vermek, web sitesi içinde yönlendirme yapmak, sorulara anında ve hızlı bir şekilde cevap verebilmek için sohbet robotundan faydalanmaktadırlar. Çalışmanın amacı, endüstriyel pazarda satış çalışanlarının satış faaliyetlerinde sohbet robotlarını kullanımına ilişkin amaç, beklentileri ve elde edilebileceği faydaları ile algılanan engelleri ve endişeleri ortaya koymaktır. Ayrıca sohbet robotlarının müşteri deneyimine sağlayacağı katkıları belirlemektir. Bu doğrultuda 10 satış çalışanı ile derinlemesine görüşmeler yapılmıştır. Görüşmelerin analizinde içerik analizi kullanılmıştır. Çalışma sonuçlarına göre, satış çalışanlarının satış faaliyetlerinde sohbet robotlarını kullanımına ilişkin amaç, beklentileri ve elde edilebileceği faydalar; ürün, lojistik, stok bilgisi sağlaması, departmanlararası veri paylaşması, temel sorularına hızlı cevap vermesi, müşteriyi ilgili kişiye yönlendirmesi, müşteri verilerinin toplanması, rutin işleri takip ederek ziyaret planlaması, şikayet takibi yapması, müşterinin firmaya kaydolmasını kolaylaştırması, farklı dil özelliklerini kullanması, e-postaları analiz ederek önceliklendirmesi ve yanıt verebilmesidir. Satış çalışanları sohbet robotunun doğru şekilde çalışmaması, kişinin izni ve bilgisi olmadan müşteriye yanlış bilgi (randevu, fiyat, temin, stok gibi) paylaşması, müşteri ile sorun yaşaması, talepleri doğru tahmin edememesi konularında endişe duymaktadırlar. Katılımcılar sohbet robotu kullanmalarında algılanan engeller; endüstriyel pazardaki işlerin ve ürünlerin teknik, müşteri kaybetme riskinin yüksek ve maliyetli olması olarak ifade etmişlerdir. Ayrıca sohbet robotunun algılama hatası vermesinin, kullanıcı duygularını anlama zorluğunun, verilen bilginin yetersizliğinin, kullanıcıların eğitim seviyelerinin düşük olmasının kullanım oranını azaltacağını düşünmektedirler.

Anahtar Kelimeler

sohbet robotu, endüstriyel pazar, yapay zeka kullanımı, satış departmanı

Kaynakça

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