Making Chatbots more personalized to improve customer loyalty

Aim: There are various models created in the past which link the behavior of a consumer to their personality factors. The aim here is to identify these classifications and models from the past.

Method: Literature review of 5-7 models from the past that link the personality factor of a consumer to their buying tendencies. The identified classifications and models must be presented individually. It must be specified if the models are relevant to any specific type of population or industry. For example the personality traits would affect the behaviour towards luxury good differently and necessary good differently. More importantly the behaviour would be affected by other traits as well. This should be identified if relevant to any model. Some examples of models are the Big Five personality traits, MBTI, 16 personality factors, and Personality Assessment Inventory.

Structure: Write an article which will carry text (review) and diagrams of the personality models. Use at least 15 references dated post 2015. Structure of the article should be as follows:

• Introduction- about differences in personality of a consumer and why its relevant in analysing purchase behaviour
• Models of personality factors of a consumer- this section will contain synthesis of different authors’ perspectives on the personality models which play a role in buying behaviour.
  • Model 1
  • Model 2
  • Model 3 and so on
• Conclusion- Present a comparative diagram of the pros and cons of the identified models in analysing consumer buying behaviour.
• References/ bibliography

Aim: The previous milestone titled ‘Review of models of personality factors of a consumer’ reviewed different models of personality of consumers. In this milestone the aim is to perform systematic review of 16 personality factors’ impact on consumer buying behaviour.

Method: Systematic review of past literature, i.e. research papers which explore the use of 16PF model in consumer behaviour analysis. Review only those studies which contain some form of empirical analysis and were published in A category journals after 2012. Use PRISMA diagram to explain your studies selection criteria. Review at least 15 studies. The findings of these studies must be presented in the form of a table.

Here is an example systematic review.

Presentation/ structure: to achieve this milestone, write an article in the below structure.

• Introduction to 16PF model and its relevance in marketing
• Methodology: Start by explaining your studies selection process, inclusion and exclusion criteria. Then present the table. So the structure of this section will be:
  • Studies selection process
  • Inclusion and exclusion criteria
  • PRISMA diagram
  • Systematic review table (main part)
• Systematic review table- why is 16PF model used in consumer behaviour analysis? The table must contain the following columns:
  • Author (year)
  • Aim of the study
  • Methodology
  • Variables used
  • Findings (identify exact relevance of 16PF in consumer behaviour analysis)
  • Limitations of the study
• Discussion paragraph- summarise the findings of the studies holistically
• Conclusion
• References/ bibliography

Requirements: since this article is technical in nature, it is mandatory to have knowledge and experience of systematic reviews.

Note: Your submission must include the article in word document format, and all the reviewed papers’ pdf copy in a zip file.

Aim: Numerous personality types have been identified by authors in the past. The goal of this milestone is to investigate how personality in general affects consumer loyalty.

Background: Some ways in which personality affects consumer loyalty are risk tolerance and communication methods. Identify more such factors. Explain each factor individually. Also give opinions of authors who have created models of personality like the Big 5 Personality Traits and 16 Personality Factors model about how different personality types respond to loyalty.

Methodology: Perform a Literature review of 5-7 factors from 15-20 sources of secondary data. Use only journal articles for the review. They must not be older than 2016.

Analysis/ presentation- To achieve this milestone, write an article in the below structure. You may use diagrams/ table for illustrations, but do not copy-paste them directly.

• Introduction- personality and the rising importance of consumer loyalty
• Impact of personality on consumer loyalty
• Conclusion
• References/ bibliography

Note: Your submission must contain the article in word document format and all reference papers used in pdf format (zip them in a folder)

Aim: Many models of personality factors have been introduced by marketers and academicians in the past. Some of these models have also been linked to customer loyalty. In this article the aim is to perform systematic review of 16 personality factors' (identified in the 16PF model) impact on consumer loyalty.

Method: Systematic review of past literature, i.e. research papers which explore the use of 16PF model in consumer loyalty. Review only those studies which contain some form of empirical analysis and were published in A category journals after 2012. Use PRISMA diagram to explain your studies selection criteria. Review at least 15 studies. The findings of these studies must be presented in the form of a table with the following columns:

• Author (year)
• Aim of the study
• Methodology
• Variables used
• Findings (identify exact relevance of 16PF in consumer behaviour analysis)
• Limitations of the study

Here is an example systematic review.

Presentation/ structure: To achieve this milestone, write an article in the below structure.

• Relevance of 16PF model in consumer loyalty
• Systematic review: Start by explaining your studies selection process, inclusion and exclusion criteria. Then present the table. So the structure of this section will be:
  • Studies selection process
  • Inclusion and exclusion criteria
  • PRISMA diagram
  • Systematic review table (main part)
• Discussion- summarise the findings of the studies holistically
• Conclusion
• References/ bibliography

Note 1: since this milestone is technical in nature, it is mandatory to have knowledge and experience of systematic reviews.

Note 2: Your submission must include the article in word document format and all the reference papers in pdf format (zip them in a folder)

Note: You cannot proceed with this milestone until all the milestones in the Goal 1 have been completed.

Aim: Before we formulate the data collection instrument for any primary or secondary research, it is essential to create a list of relevant variables. It helps us make the instrument as relevant as possible. In this case, since our overall goal of the study is to statistically measure how 16 personality  factors affect their response to chatbots and consumer loyalty, we must identify the relevant dependent, independent and mediating/ moderating variables. Therefore in this milestone we aim to represent these variables using a conceptual framework diagram and explanation of the hypothesis.

Method: This article is completely dependent on all the milestones in Goal 1, i.e.:

• Review of models of personality factors of a consumer
• Systematic review of the use of 16PF in consumer behaviour analysis (why 16PF?)
• Role of personality in consumer loyalty
• Role of 16PF in consumer loyalty

Therefore you cannot proceed with this until all the milestones in ‘Goal 1’ list are completed.

The next step is to identify the variables of this study. create a list of the:

• Independent variables (representing chatbot)
• Dependent variable (customer loyalty)
• Mediating variable (16 personality factors)

Then draw the conceptual framework diagram. It must represent all the variables and their interrelationship. Then, develop the hypothesis/ hypotheses based on the research gaps.

Structure: To achieve this milestone write an article in the following structure:

• Summary/ introduction of the findings of all articles in Goal 1 (with emphasis on how 16 personality factors impact people’s response to chatbots and affect their loyalty towards a brand)
• Conceptual framework diagram (do not copy-paste this from any source. It has to be drawn by yourself in MS Word and must be original).
• Discussion- explain your conceptual framework diagram. What is it trying to represent? What relationship are you trying to establish?
• Research gaps- what gaps have you identified in the existing research which you will address through this study’s hypotheses? List out at least 2 gaps and explain each of them in 100-200 words.
• Hypothesis/ hypotheses- represent these in null and alternative format. Each of them should be followed by a brief explanation.
• Conclusion
• References/ bibliography

Note 1: This milestone is in continuation of the previous milestone titled ‘A conceptual framework to identify the personality-related variables representing chatbots’ impact on customer loyalty’. You cannot work on this milestone until all the previous milestones in Goal 1 and Goal 2 have been completed.

Note 2: This milestone involves primary data (survey) analysis. Obtain the questionnaire and filled-up survey responses from the Module Creator and pre-process the dataset in MS Excel.  

Aim: Chatbots play an important role in communication and customer service today. There is sufficient evidence explaining its impact on customer loyalty too. So far in the study we have identified the dependent and independent variables and created the questionnaire for survey. In this milestone our aim is to analyse the survey responses and study the effect of chatbot on customer loyalty.

Method: Follow the below steps:

1. Understand the study hypotheses and questionnaire
2. Obtain the survey responses (Google Forms) from Module Creator
3. Extract the responses in MS Excel and process the data (treating missing values, outliers, etc.)
4. Perform frequency analysis on 'Demographic profile' and 'Background questions' sections of the questionnaire
5. Perform the correlation test between the independent, dependent and mediating variables for all the hypotheses using SPSS:
   • H1: Correlation between chatbots (independent variable) and customer loyalty (dependent variable)
   • H2: Correlation between chatbots (independent variable) and personality factors (dependent variable)
   • H3: Correlation between personality factors (independent variable) and customer loyalty (dependent variable)
6. Ensure that correlation values of at least 50% of the statements in a variable is more than 0.5. If it is not, then follow this article to improve the correlation between all the variables.
7. Then, conduct the linear regression test using SPSS software for the following hypotheses:
   
   • H1: Impact of chatbots (independent variable) on customer loyalty (dependent variable)
   • H2: Impact of chatbots (independent variable) on personality factors (dependent variable)
   • H3: Impact of personality factors (independent variable) on customer loyalty (dependent variable)

Note 3:  Although you will perform the statistical tests for all the hypotheses, you do not have to write the interpretation for all of them. You need to interpret only the first hypothesis, i.e., Impact of chatbots on customer loyalty.

Structure: To achieve this milestone write an article in the following structure.

• Demographic profile of the consumers: explain the demographic characteristics of the consumers in the form of a chart or text not exceeding 100 words.
• Correlation analysis: Represent the results of correlation test for H1 in the form of a table. Do not copy-paste the full table from SPSS. Instead, only the relevant figures need to be displayed. Then explain the interpretation of the values in 1-2 paragraphs.
• Regression analysis: perform the linear regression analysis . Then interpret the values of regression analysis. Check if all the values are significant and acceptable while interpreting. It will play an important role in accepting or rejecting your hypothesis.
• Findings: Was the hypothesis accepted or rejected? Read all the previous articles in this module in order to write this section.
• Conclusion/ summary: What do the findings of this data signify for companies using chatbots?
• References/ bibliography

Note 4: Your submission must include the following:

• Final Dataset (MS Excel) containing all questions of the questionnaire. Attached is a sample dataset.
• Separate SPSS (.sav) files for H1, H2 and H3 (each file must consist of all tables pertaining to correlation and regression analysis of that particular hypothesis)
• Word document with the article text

Note 1: You cannot work on this milestone until all the previous milestones in Goal 1 and Goal 2 are completed.

Note 2: In the previous milestone ‘Effect of chatbots on consumer loyalty’ we performed the correlation and regression tests for all 3 hypotheses related to this study. Obtain those results from the Module Creator.

Aim: Chatbots play an important role in communication and customer service today. There is sufficient evidence explaining its impact on different personalities of consumers too. In this milestone our aim is to explain the effect of chatbot on different personalities by interpreting the findings of the hypothesis test.

Method: Follow these steps:

• Obtain the results (SPSS files, questionnaire, MS Excel dataset) from the Module Creator
• Read the previous milestones and the statistical results
• Interpret the values of Hypothesis 2, i.e., Impact of chatbots on personality factors

Structure: To achieve this milestone, write an article in the below structure.

• Introduction- briefly introduce the previous milestone. Then introduce the purpose of this milestone, i.e., to observe through primary data how chatbots impact personality factors.
• Regression analysis: interpret the values of regression analysis. Check if all the values are significant and acceptable while interpreting. It will play an important role in accepting or rejecting your hypothesis. Give tables and charts wherever necessary.
• Findings: Was the hypothesis accepted or rejected? Support it with findings from secondary data i.e., previously published research papers too. Read all the previous articles in this module in order to write this section.
• Conclusion/ summary: What do the findings of this data signify for companies using chatbots?
• References/ bibliography

Note 1: You cannot work on this milestone until all the previous milestones in Goal 1 and Goal 2 are completed.

Note 2: In the previous milestone ‘Effect of chatbots on consumer loyalty’ we performed the correlation and regression tests for all 3 hypotheses related to this study. Obtain those results from the Module Creator.

Aim: Consumer personalities can be of different types. In goal 1, we considered the 16 personality factors model as our base, as it encompasses all major personalities. In this milestone our aim is to examine using primary data analysis in SPSS, how personality factors affect consumer loyalty, by interpreting the hypothesis test results.

Method: Follow these steps:

• Obtain the results (SPSS files, questionnaire, MS Excel dataset) from the Module Creator
• Read the previous milestones and the statistical results
• Interpret the values of Hypothesis 3, i.e., Impact of personality factors on customer loyalty

Structure: To achieve this milestone, write an article in the below structure.

• Introduction- briefly introduce the previous milestone 'Effect of chatbots on personality factors'. Then introduce the purpose of this milestone, i.e., to observe through primary data how personality factors impact customer loyalty.
• Regression analysis: interpret the values of regression analysis. Check if all the values are significant and acceptable while interpreting. It will play an important role in accepting or rejecting your hypothesis. Give tables and charts wherever necessary.
• Findings: Was the hypothesis accepted or rejected? Support it with findings from secondary data i.e., previously published research papers too. Read all the previous articles in this module in order to write this section.
• Conclusion/ summary: What do the findings of this data signify for companies using chatbots?
• References/ bibliography

Note 1: You cannot proceed with this milestone unless all the previous milestones in Goal 1 and Goal 2 are achieved.

Note 2: In order to work on this milestone you must have knowledge of correlation and regression analysis, Structural Equation modeling, and mediating analysis. 

Aim: Chatbots play an important role in communication and customer service today. There is sufficient evidence explaining its impact on consumer loyalty but less focus on mediation factor i.e. personality. In this milestone our aim is to study the effect of chatbot on consumer loyalty with mediation of different personalities though primary data analysis of some consumers.

Method: Correlation and regression analysis has been performed in the previous milestones. Herein you need to conclude the linkage between chatbot, consumer loyalty, and personality factors.

Structure: To achieve this milestone, write an article in the below structure.

• Introduction: Introduce the goals of this study and the overall findings from Goal 1.
• Direct association: How chatbot is direct linked with consumer loyalty? Support this with findings from already published papers. Read all the previous articles in this module in order to write this section.
• Indirect association: How chatbot have indirect impact on consumer loyalty with mediation of personality? Support this with published paper which have evaluated indirect linkage. Read all the previous articles in this module in order to write this section.
• Conclusion/ summary: What do the findings of this data signify for companies using chatbots?
• References/ bibliography

Aim: Chatbots are increasingly being used by companies to handle customer service. Since consumers can have different personality types, their response to chatbots also varies vastly. The aim of this milestone is to recommend a framework which can help companies make their chatbots more personalised to enhance consumer loyalty towards the company.

Method: This is the concluding milestone of this entire module. Therefore it cannot be achieved unless the previous milestone ‘Effect of chatbot on personality factors of customer loyalty’ is completed.

Primary and secondary research findings will have to be used to create the recommended framework.

The framework should be detailed and encompass the critical components of:

• Chatbots functionality
• Personality types and reactions to chatbots
• Consumer loyalty and its outcome/importance for companies

The framework must be presented in a diagram like a conceptual framework diagram. It must represent all the components and their interrelationship.

Do not copy paste the diagram from any source. Create it manually or using any application but must be generated by yourself.

Structure of the article: To achieve this milestone write a 1000 words article in the below structure.

• Introduction- findings of primary and secondary research
• Recommended framework- diagram
• Explanation of the framework-
  • how does it work?
  • How can companies implement it?
  • What challenges can companies face while implementing it?
  • How long will it take for the results to come?
  • How can companies maximise its returns using this framework?
  • What are the expected outcomes of implementing this framework?
• Example from any industry/ large scale company.
• Concluding paragraph- explain the future of chatbots in customer service. How it will play a growing role in the future, and why companies must take up innovative and more efficient frameworks.
• References/ bibliography