Loading...
Publication
Personalization through a proactive live chat in an e-commerce: The case of Byside’s client, a multinational retail company
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 9.95 MB | Adobe PDF |
Advisor(s)
Abstract(s)
Retail e-commerce companies currently struggle in managing and optimizing
the performance of a proactive live chat software application. It is assumed by
companies present in the sector that providing personalized assistance to online
visitors brings positive outcomes, however, there is no scientific evidence in this
field to prove this assumption. This research aims to bring new insights into the
contribution personalization can have regarding the performance of this app.
Specifically, it investigates whether increasing personalization on the provided
assistance to the online visitor has an impact on the number and value of
influenced checkouts.
To test the hypothesis that providing more personalized assistance to the
online visitor through this application leads to increased sales, the performance
results of this app in the Croatian market of a multinational retail client were
analyzed. Two five-month periods were observed, one providing nonpersonalized
assistance and the other with personalized assistance for online
visitors, the results of both periods were analyzed using three independent
samples t-tests. The outcomes showed a statistically significant positive effect of
the personalized assistance in the application performance results.
These results suggest that online visitors who received personalized
assistance are more likely to proceed to the checkout funnel and complete the
purchase and to perform checkouts with a higher value. On this basis, personalization should be considered when managing or optimizing proactive
live chat campaigns in retail e-commerce.
The thesis is finalized by outlining its limitations and proposing new avenues
of research.
Description
Keywords
E-commerce Software application Byside