Measuring the Innovation Service Quality of Artificial Intelligence Chatbot: Comparison of E-Commerce, Health and Gastronomy Platforms

Yıl 2025, Sayı: 58, 119 - 143, 30.12.2025

Gizem Şebnem Beydoğan

https://doi.org/10.52642/susbed.1623285

Öz

Service quality satisfaction levels vary across sectors based on customer interactions with Artificial Intelligence Chatbots (AICB). This study aims to compare the use of AICB in three areas e-commerce, healthcare, and gastronomy in terms of customer satisfaction. A mixed-methods approach was employed, with quantitative methods applied first, followed by qualitative methods. A relationship was determined among the data obtained. In the quantitative dimension of the research, a sample of 420 people was determined by convenience sampling from among customers using AICB in three different areas, such as e-commerce, healthcare, and gastronomy. In the qualitative dimension, eight customers in each of the three areas who used AICB and had at least two or more experiences formed the working group. Quantitative data were obtained from 5 survey questions and 34 Likert-type service quality scale questions, while qualitative data were obtained from responses to 6 semi-structured interview questions directed at 8 participants from each of three areas (e-commerce, health, and gastronomy). Multiple comparison statistical tests were used to analyze the data, while content analysis was used to analyze the qualitative data. The data obtained from the interviews were coded and analyzed using content analysis to identify themes. The results of the study compared customer satisfaction with AICB experiences in the three areas. The study concluded that the services provided by AICB systems differ based on data flow speed, data diversity, and data correlation. Recommendations were made for improving AICB customer relations by designing AICB systems according to specific standards and areas.

Anahtar Kelimeler

Artificial Intelligence Chatbots , E-Commerce , Gastronomy , Health , Innovation in Customer Relationship

Yapay Zekâ Sohbet Robotunun Yenilik Hizmet Kalitesinin Ölçülmesi: E-Ticaret, Sağlık ve Gastronomi Platformlarının Kıyaslanması

Öz

Sektörlerde müşterilerin Yapay Zekâ Sohbet Robotuyla (YZSR) etkileşimlerine bağlı olarak hizmet kalitesi memnuniyet düzeyleri farklılaşmaktadır. Bu çalışmada e ticaret, sağlık ve gastronomi gibi üç alanda YZSR kullanımının müşteri memnuniyeti açısından karşılaştırılması amaçlanmıştır. Araştırmada karma yöntem kullanılmış olup; önce nicel, sonra nitel yöntem uygulamalarına sıralı olarak yer verilmiştir. Elde edilen veriler arasında ilişki belirlenmiştir. Araştırmanın nicel boyutunda e ticaret, sağlık ve gastronomi gibi üç farklı alanda YZSR kullanan müşteriler arasından kolayda örnekleme yoluyla belirlenen 420 kişi örneklemi; nitel boyutunda üç alanda YZSR kullanan ve en az iki veya daha fazla deneyimi olan 8’er müşteri çalışma grubunu oluşturmuştur. Nicel veriler, 5’i anket sorusu, 34 ‘ü likert tipi hizmet kalitesi ölçeği sorusuyla, nitel veriler ise, üç alandan (e ticaret, sağlık ve gastronomi) 8’er katılımcıya yönlendirilen yarı yapılandırılmış 6 görüşme sorusuna verilen yanıtlardan elde edilmiştir. Verilerin analizinde çoklu karşılaştırma istatistik testleri; nitel verilerin analizi ise içerik analiz yöntemi ile yapılmıştır. Görüşmeden elde edilen veriler, kodlanarak içerik analizi yoluyla temalara ulaşılmıştır. Araştırma sonucunda müşterilerin üç alanda YZSR deneyimleri ile memnuniyetleri ilişkilendirilerek karşılaştırılmıştır. Araştırmada veri akışına bağlı hız, veri çeşitliliği ve verilerin ilişkilendirilmesine bağlı olarak YZSR’ lerden alınan hizmetlerin farklılaştığı sonucuna ulaşılmıştır. YZSR müşteri ilişkilerinin iyileştirilmesi için YZSR’lerin belli standartlara ve alanlara özgü tasarlanmasına yönelik öneriler dile getirilmiştir.

Anahtar Kelimeler

Yapay Zekâ Sohbet Robotları , E-Ticaret , Gastronomi , Sağlık , Müşteri İlişkilerinde Yenilik

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