 CHAT MARKETING'S IMPACT ON CUSTOMER SUPPORT SATISFACTION IN FINANCIAL STARTUPSKisieliauskas Justinas (),
Shamsi Basha Anas () and
Rackauskas Mantautas ()
Baltic Journal of Economic Studies, 2024, vol. 10, issue 2 Abstract: The subject of this paper is the influence of chat marketing on customer support satisfaction. The purpose of the study is to determine the relationship between the use of chat marketing and customer support satisfaction, as well as to identify the essential factors that contribute to this relationship. Furthermore, this paper aims to provide theoretical insights into the influence of chat marketing on customer support satisfaction in financial startups. Many companies struggle to achieve the most efficient chat session and are uncertain about the best strategies, factors and types of chat to implement. Therefore, these findings will help financial startups to theoretically understand the aspects of chat marketing and customer support satisfaction. The object of this article is the impact of chat marketing on customer satisfaction, and the purpose is to reveal theoretical knowledge that will help identify the factors that contribute to chat marketing and customer satisfaction in financial startups. This paper discusses the importance of customer support for financial startups and the different approaches to providing customer support through emotional means. In addition, this paper highlights the importance of customer satisfaction through trust and commitment to build a positive relationship with the customer. Furthermore, this paper demonstrated the framework behind chat marketing, which includes the use of different tools such as live chat platforms, chatbots and live agents or human representatives that help to achieve customer satisfaction through customer support. Moreover, using methods such as: observation, survey and regression analysis, this paper has demonstrated the importance of customer centricity in the financial sector to provide key essentials for employees as incentives that maintain customer satisfaction, while ensuring the flexibility of real-time communication with chatbots or live agents, with the need to have the ease of use and flexibility and various other factors to contribute to customer support satisfaction. As a result, the paper emphasises that in order to increase customer satisfaction with financial start-ups, it is crucial to maintain a low response rate by providing fast and reliable customer assistance. Developing and regularly updating chatbots to facilitate smooth transitions to live agents in complex situations is essential. Implementing an effective ticketing system to automate and monitor issue resolution is essential, with a focus on resolving issues during chat interactions whenever possible. Adopting a hybrid strategy that combines live agents and chatbots helps to meet diverse customer needs in a timely manner. Investing in comprehensive training for live agents is necessary to ensure professional and timely service. In addition, continuous monitoring and analysis of customer feedback plays a key role in improving overall business performance. Keywords: chat marketing; chatbots; customer satisfaction; customer support; customer support satisfaction; live agents (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:bal:journl:2256-0742:2024:10:2:1 DOI: 10.30525/2256-0742/2024-10-2-1-13 Access Statistics for this article Baltic Journal of Economic Studies is currently edited by Anita Jankovska, Managing Editor More articles in Baltic Journal of Economic Studies from Publishing house "Baltija Publishing" |
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