Jednostavnost korištenja kao element korisničkog iskustva u interakciji s chatbotovima

graduate thesis

• Title (english): Usability as an Element of User Experience in Interaction with Chatbots
• Author: Hana Pražić
• Mentor: Vatroslav Škare (mentor)
• Committee member: Sandra Horvat (predsjednik povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2024-09-30, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Rad pod nazivom "Jednostavnost korištenja kao element korisničkog iskustva u interakciji s chatbotovima" bavi se analizom ključnog aspekta korisničkog iskustva u modernom digitalnom dobu – jednostavnošću korištenja chatbotova. Tema rada je relevantna zbog sve većeg korištenja chatbotova u poslovnim procesima, posebice u pružanju podrške korisnicima. Cilj istraživanja je analizirati kako jednostavnost korištenja, odnosno intuitivnost sučelja, razumljivost jezika, brzina odgovora i sposobnost prilagodbe korisnicima, utječe na ukupno korisničko iskustvo. U radu se koriste sekundarni podaci iz literature te primarno istraživanje provedeno putem strukturiranog anketnog upitnika na uzorku od 115 ispitanika. Istraživanje pokazuje da jednostavni i intuitivni chatbotovi povećavaju zadovoljstvo korisnika, potiču njihovu lojalnost i ponovnu upotrebu usluge. Ističu se prednosti chatbotova, poput stalne dostupnosti i smanjenja troškova, ali se također navode i izazovi, poput nedostatka empatije i tehničkih ograničenja u složenijim interakcijama. Zaključuje se da je za postizanje kvalitetnog korisničkog iskustva ključno kontinuirano unapređivati dizajn i funkcionalnost chatbotova.

Abstract (english)

The thesis titled "Usability as an Element of User Experience in Interaction with Chatbots" explores a key aspect of user experience in today's digital age—usability of chatbots. The topic is highly relevant due to the increasing integration of chatbots in business processes, particularly in providing customer support. The aim of the research is to analyze how usability—intuitiveness of the interface, language comprehension, response speed, and adaptability—affects overall user experience. The study uses secondary data from the literature and primary research through a structured survey conducted with a sample of 115 respondents. The findings reveal that simple and intuitive chatbots enhance user satisfaction, encourage loyalty, and promote repeated use of the service. The research highlights the advantages of chatbots, such as 24/7 availability and cost reduction, but also points to challenges, including a lack of empathy and technical limitations in handling complex interactions. It concludes that ongoing improvements in chatbot design and functionality are essential for achieving a high-quality user experience.

• Keywords: usability; jednostavnost korištenja; chatbot; chatbotovi; korisničko iskustvo
• Keywords (english): usability; chatbot; user experience
• Language: croatian
• URN:NBN: urn:nbn:hr:148:948783
• Study programme: Title: Digital marketing; Study programme type: professional; Study level: graduate; Academic / professional title: magistar ekonomije/magistra ekonomije (magistar ekonomije/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2024-10-03 16:06:44