IDEAS home Printed from https://ideas.repec.org/a/jfr/jms111/v16y2025i2p28-42.html

Using a TOPSIS Method to Evaluate and Select AI Chatbots for Improving Customer Service Communication

Author

Listed:
  • Thi Bao Tram Nguyen
  • Ta-Chung Chu

Abstract

Chatbot has become an innovation for business to connect with customers. People can communicate with technology devices in the same way they would with real people through Chatbots. Traditional Chatbots typically depend on already programmed principles and replies, while AI (artificial intelligence) Chatbots comprehend and dynamically respond to user inquiries utilizing natural language processing (NLP) and machine learning (ML). Chatbots powered by AI have an increased requirement to communicate with customers in a fast and effective way. People can communicate with technology devices like they were speaking to a real person, which are software programs that simulate human conversation which can be texts or speeches. Many criteria quantitative criteria, including frequently asked questions (FAQs), security, brands, improving efficiency, and enhancing engagement, etc., and quantitative criteria, including cost, bot analytics built-in templates and customer relationship management (CRM), etc., need to be considered when evaluating AI Chatbots for companies to enhance customer service. Moreover, criteria may have different importance. Therefore, evaluating AI Chatbots is a MCDM (multiple criteria decision making) problem. Many companies do not know how to select the most suitable one to serve their customers. To address this issue, the TOPSIS (Technique for Order Preference by Similarity to Ideal Solution), one of MCDM approaches, is used to evaluate AI Chatbots; and criteria weights will be produced by applying BWM (Best Worse Method). A numerical example will be used to present feasibility of the used method, and a comparison will be conducted to display its effectiveness.

Suggested Citation

  • Thi Bao Tram Nguyen & Ta-Chung Chu, 2025. "Using a TOPSIS Method to Evaluate and Select AI Chatbots for Improving Customer Service Communication," Journal of Management and Strategy, Journal of Management and Strategy, Sciedu Press, vol. 16(2), pages 28-42, November.
    • Handle: RePEc:jfr:jms111:v:16:y:2025:i:2:p:28-42
    DOI: 10.5430/jms.v16n2p28
    as

    Download full text from publisher

    File URL: https://www.sciedu.ca/journal/index.php/jms/article/view/28834/17449
    Download Restriction: no
    File URL: https://www.sciedu.ca/journal/index.php/jms/article/view/28834
    Download Restriction: no
    File URL: https://libkey.io/10.5430/jms.v16n2p28?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Rese, Alexandra & Ganster, Lena & Baier, Daniel, 2020. "Chatbots in retailers’ customer communication: How to measure their acceptance?," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).
    2. Rezaei, Jafar, 2015. "Best-worst multi-criteria decision-making method," Omega, Elsevier, vol. 53(C), pages 49-57.
    3. Baffour Gyau, Emmanuel & Appiah, Michael & Gyamfi, Bright Akwasi & Achie, Theodoria & Naeem, Muhammad Abubakr, 2024. "Transforming banking: Examining the role of AI technology innovation in boosting banks financial performance," International Review of Financial Analysis, Elsevier, vol. 96(PB).
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Darima Fotheringham & Michael A. Wiles, 2023. "The effect of implementing chatbot customer service on stock returns: an event study analysis," Journal of the Academy of Marketing Science, Springer, vol. 51(4), pages 802-822, July.
    2. Krishankumar, Raghunathan & Sundararajan, Dhruva & Ishizaka, Alessio & Ravichandran, Kattur Soundarapandian, 2025. "A double hierarchy fuzzy decision approach for solar farm ranking sites in India," Energy Economics, Elsevier, vol. 152(C).
    3. Alptekin Ulutaş & Ayşe Topal & Dragan Pamučar & Željko Stević & Darjan Karabašević & Gabrijela Popović, 2022. "A New Integrated Multi-Criteria Decision-Making Model for Sustainable Supplier Selection Based on a Novel Grey WISP and Grey BWM Methods," Sustainability, MDPI, vol. 14(24), pages 1-20, December.
    4. James J. H. Liou & Perry C. Y. Liu & Huai-Wei Lo, 2020. "A Failure Mode Assessment Model Based on Neutrosophic Logic for Switched-Mode Power Supply Risk Analysis," Mathematics, MDPI, vol. 8(12), pages 1-19, December.
    5. Halil Ibrahim Cicekdagi & Ertugrul Ayyildiz & Mehmet Cabir Akkoyunlu, 2023. "Enhancing search and rescue team performance: investigating factors behind social loafing," Natural Hazards: Journal of the International Society for the Prevention and Mitigation of Natural Hazards, Springer;International Society for the Prevention and Mitigation of Natural Hazards, vol. 119(3), pages 1315-1340, December.
    6. Junnan Wu & Xin Liu & Dianqi Pan & Yichen Zhang & Jiquan Zhang & Kai Ke, 2023. "Research on Safety Evaluation of Municipal Sewage Treatment Plant Based on Improved Best-Worst Method and Fuzzy Comprehensive Method," Sustainability, MDPI, vol. 15(11), pages 1-15, May.
    7. Feng, Jianghong & Guo, Ping & Xu, Guangyi & Xu, Gangyan & Ning, Yu, 2024. "An integrated decision framework for resilient sustainable waste electric vehicle battery recycling transfer station site selection," Applied Energy, Elsevier, vol. 373(C).
    8. José Rui Figueira & José Luis García-Lapresta, 2026. "Relationships between the deck of cards method and the proximity measures approach," Operational Research, Springer, vol. 26(2), pages 1-18, June.
    9. Valipour Malakshah, Mohammad Reza & Amini, Zahra, 2026. "Intersection importance assessment for an operationally resilient urban traffic network: A multi-criteria decision-making-based framework," Reliability Engineering and System Safety, Elsevier, vol. 266(PA).
    10. Nitin Sahu & Garima Mittal, 2026. "Resilient supplier selection under operational and disruption risks: A multi-stage framework," Annals of Operations Research, Springer, vol. 359(3), pages 2617-2654, April.
    11. Chia-Nan Wang & Yu-Chi Chung & Fajar Dwi Wibowo & Thanh-Tuan Dang & Ngoc-Ai-Thy Nguyen, 2023. "Sustainable Last-Mile Delivery Solution Evaluation in the Context of a Developing Country: A Novel OPA–Fuzzy MARCOS Approach," Sustainability, MDPI, vol. 15(17), pages 1-25, August.
    12. Nitesh Kumar & Ramesh Anbanandam, 2026. "Selection of Waste Disposal Vendor for Effective Municipal Solid Waste Management," Circular Economy and Sustainability, Springer, vol. 6(2), pages 1-28, April.
    13. Zarei, Esmaeil & Khan, Faisal & Abbassi, Rouzbeh, 2021. "Importance of human reliability in process operation: A critical analysis," Reliability Engineering and System Safety, Elsevier, vol. 211(C).
    14. Sarfaraz Hashemkhani Zolfani & Ramin Bazrafshan & Fatih Ecer & Çağlar Karamaşa, 2022. "The Suitability-Feasibility-Acceptability Strategy Integrated with Bayesian BWM-MARCOS Methods to Determine the Optimal Lithium Battery Plant Located in South America," Mathematics, MDPI, vol. 10(14), pages 1-18, July.
    15. Godwin Appiah-Kubi & Jeneba Joy Tucker & Simplice A. Asongu & Gerald Guan Gan GOH & Bright Akwasi Gyamfi, 2026. "Exploring the role of microfinance institutions in promoting financial sustainability and alleviating poverty in Ghana," Financial Innovation, Springer;Southwestern University of Finance and Economics, vol. 12(1), pages 1-31, December.
    16. Paul, Ananna & Shukla, Nagesh & Trianni, Andrea, 2023. "Modelling supply chain sustainability challenges in the food processing sector amid the COVID-19 outbreak," Socio-Economic Planning Sciences, Elsevier, vol. 87(PA).
    17. Liang, Fuqi & Brunelli, Matteo & Rezaei, Jafar, 2020. "Consistency issues in the best worst method: Measurements and thresholds," Omega, Elsevier, vol. 96(C).
    18. Pushparenu Bhattacharjee & Syed Abou Iltaf Hussain & V. Dey & U. K. Mandal, 2023. "Failure mode and effects analysis for submersible pump component using proportionate risk assessment model: a case study in the power plant of Agartala," International Journal of System Assurance Engineering and Management, Springer;The Society for Reliability, Engineering Quality and Operations Management (SREQOM),India, and Division of Operation and Maintenance, Lulea University of Technology, Sweden, vol. 14(5), pages 1778-1798, October.
    19. Shefali Srivastava & Vernika Agarwal & Ashish Dwivedi & Anchal Patil & Surajit Bag & Cyril R. H. Foropon, 2025. "Contributing Factors for Building a Flexible Supply Chain in the Digital Age: Studying Their Impact on SDGs," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 26(1), pages 141-161, March.
    20. Dilupa Nakandala & Yung Po Tsang & Henry Lau & Carman Ka Man Lee, 2022. "An Industrial Blockchain-Based Multi-Criteria Decision Framework for Global Freight Management in Agricultural Supply Chains," Mathematics, MDPI, vol. 10(19), pages 1-23, September.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:jfr:jms111:v:16:y:2025:i:2:p:28-42. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Jenny Zhang (email available below). General contact details of provider: http://jms.sciedupress.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.