CUSTOMER PERCEPTION AND ACCEPTANCE OF CHATBOTS IN CUSTOMER SERVICE: CASE STUDY AT VNPT HUE
Vol. 134 No. 5D (2025), Original Article
Vol. 134 No. 5D (2025)

CUSTOMER PERCEPTION AND ACCEPTANCE OF CHATBOTS IN CUSTOMER SERVICE: CASE STUDY AT VNPT HUE

Original Article
https://doi.org/10.26459/hueunijed.v134i5D.7650
Published 2025-04-02
Nguyen Thi Thuy Đat
University of Economics, Hue University, 99 Ho Dac Di St., Hue, Vietnam
Bui Thi Thanh Nga
University of Economics, Hue University, 99 Ho Dac Di St., Hue, Vietnam
Nguyen Thi Phuong Thao
University of Economics, Hue University, 99 Ho Dac Di St., Hue, Vietnam
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Keywords

perception
chatbots

Abstract

The authors conducting this research aim to explore consumer acceptance of chatbots in customer service in VNPT Hue. Based on data collected from 185 users through a convenience sampling approach, the study utilized SPSS 20.0 software to perform descriptive statistical analysis. The results indicate that consumers have a relatively positive perception of chatbots, and there are four factors influencing the chatbot adoption. Certain administrative implications are proposed to help increase awareness and use of chatbot services in the telecommunications industry.

https://doi.org/10.26459/hueunijed.v134i5D.7650
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