The impact of chatbots on the buying behaviors of Generation Z toward brands

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F46747885%3A24310%2F24%3A00012418" target="_blank" >RIV/46747885:24310/24:00012418 - isvavai.cz</a>

Result on the web

<a href="https://dspace.tul.cz/server/api/core/bitstreams/28eb63b8-1da3-46da-9af2-6008fa80564f/content" target="_blank" >https://dspace.tul.cz/server/api/core/bitstreams/28eb63b8-1da3-46da-9af2-6008fa80564f/content</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.15240/tul/001/2024-3-013" target="_blank" >10.15240/tul/001/2024-3-013</a>

Result language

angličtina

Original language name

The impact of chatbots on the buying behaviors of Generation Z toward brands

Original language description

As society develops, so do the needs and wishes of customers, the market situation, and especially the competition. The procedures and essential tools of traditional marketing that worked before are gradually losing their effectiveness and are no longer able to ensure a competitive advantage. If businesses want to have a competitive advantage, they must be prepared for these changes and be able to respond to them appropriately. There is currently a generational change in household spending and thus the customer‘s preferences have changed significantly. If a brand wants to remain relevant in the future market, which will be shaped by the new generation of customers, it is appropriate to focus on the Generation Z customer segment. Generation Z is the youngest generation targeted within marketing strategies and at the same time the generation with a lot of changes in product/service perception. Generation Z will be the biggest future challenge for marketing. This paper is dedicated to Generation Z in the market of the Czech Republic. Providing insights from in-depth interviews with Generation Z individuals, this research reveals their expectations, behaviors, and preferences when engaging with brands‘ chatbots. The findings shed light on essential factors that influence customer satisfaction and loyalty, such as the availability of human agent transfer, clear robot interaction differentiation, and seamless problem-resolution processes. The paper aims to identify the preferences of Generation Z brands’ interaction via chatbots. The paper will therefore provide an understanding of how can a brand build strong relationships with Generation Z customers through an innovative marketing approach that uses chatbots to communicate with customers 24/7/365.

Czech name

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Czech description

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Type

J_imp - Article in a specialist periodical, which is included in the Web of Science database

CEP classification

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OECD FORD branch

50204 - Business and management

Project

—

Continuities

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year

2024

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

E+M Ekonomie a Management

ISSN

1212-3609

e-ISSN

—

Volume of the periodical

27

Issue of the periodical within the volume

3

Country of publishing house

CZ - CZECH REPUBLIC

Number of pages

14

Pages from-to

201-214

UT code for WoS article

001312806500013

EID of the result in the Scopus database

2-s2.0-85205029255