CHATBOTS E ASSISTENTES VIRTUAIS NO ATENDIMENTO AO CLIENTE: IMPACTO NA SATISFAÇÃO E FIDELIZAÇÃO DO CLIENTE

DOI:

https://doi.org/10.17564/2316-3143.2026v9n3p145-161

Authors

  • Emanuel Aragao Santos UNIT - SE
  • Gabriel Souza Silva Menêses
  • Luís Eduardo Maciel Lucena Ferreira
  • Jefferson Reis Guimarães Andrade

Published

2026-04-27

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Issue

Vol. 9 No. 3 (2026)

Section

Artigos

License

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Abstract

Abstract

This study aims to analyze the impact of using chatbots and virtual assistants in customer service, highlighting their influence on customer satisfaction and loyalty in companies within the technology and service sectors. The growing adoption of these tools, driven by advances in artificial intelligence and natural language processing, motivates the investigation of their effectiveness in enhancing customer experience and strengthening brand relationships. The research adopts a qualitative and exploratory approach through a multiple-case study conducted in three companies with different levels of technological maturity. Data were collected through semi-structured interviews with managers and analyzed using content analysis techniques. The results indicate that chatbots provide automation, speed, continuous availability, and cost reduction—factors that enhance the perception of efficiency and service quality. However, limitations were identified regarding the understanding of natural language, dependence on data quality, and the need for human intervention in more complex situations. Customer satisfaction emerges from the interaction between technical performance and relational dimensions (such as personalization and the feeling of being heard), while loyalty occurs indirectly, mediated by satisfaction and trust.

Keywords: Chatbots; Customer satisfaction; Loyalty

How to Cite

Aragao Santos, E., Souza Silva Menêses, G., Maciel Lucena Ferreira, L. E., & Reis Guimarães Andrade, J. (2026). CHATBOTS E ASSISTENTES VIRTUAIS NO ATENDIMENTO AO CLIENTE: IMPACTO NA SATISFAÇÃO E FIDELIZAÇÃO DO CLIENTE. Caderno De Graduação - Ciências Humanas E Sociais - UNIT - SERGIPE, 9(3), 145–161. https://doi.org/10.17564/2316-3143.2026v9n3p145-161