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Sales- und Service-Bots im Vertrieb - Chance oder Risiko für Unternehmen?

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  • Greve, Goetz
  • Meyer, Frederike

Abstract

Sales- und Service-Bots treiben die Vertriebs- und Service-Automatisierung und beeinflussen somit, wie Unternehmen Kundenbeziehungen zukünftig gestalten werden. Erkenntnisse aus einer experimentellen Studie zeigen, dass Kunden derzeit eine Kombination aus persönlichem Verkauf und Sales­-Bot vorziehen. Im folgenden Beitrag werden deshalb Vorschläge für eine Integration erarbeitet. Als Ausgangspunkt dient dabei das Konzept der Service­-Dominant­-Logic sowie das Technology­-Acceptance­-Model. Mithilfe von vier Verhaltensorientierten Konstrukten werden Ansatzpunkte für die Integration von Sales­ und Service-Bots in die Vertriebsfunktion abgeleitet.

Suggested Citation

  • Greve, Goetz & Meyer, Frederike, 2020. "Sales- und Service-Bots im Vertrieb - Chance oder Risiko für Unternehmen?," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 37(5), pages 10-17.
    • Handle: RePEc:zbw:hsgmrs:276104
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    References listed on IDEAS

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