A percepção do setor comercial sobre uma plataforma conversacional diante das expectativas do mercado

Abstract

Since the emergence of e commerce, the relationship b etween companies and their customers have needed to be adjusted in order to facilitate and optimize the buying and selling process. From this necessity, conversational marketing emerged, an important technology trend th at uses chatbots in marketing strate gies centered on an individual relationship, whose goal is to build and improve the customer experience. Considering that the offering of this service to the market is initially done by a company’s commercial team, the following general objective was defin ed: to investigate the commercial sector’s perception of the market position and the service offered by a conversational technology company. This research is justified, as it aims to understand how professionals in the c ommercial sector perceive the market position of a company that provides a conversational platform and how they evaluate the services offered by a conversational company. As a theoretical framework, this research took into account ideas of authors such as Kotler and Armstrong (2015), Israfil zade (2021), Cancel and Gerhardt (2019) and Chaffey, Chadwick and Mayer (2019). The methodology was based on a quanti qualitative and descriptive approach, through a field study, in which an interview was used as an inst rument for data collection. For the analysis and interpretation of the data, the methods of content analysis and descriptive statistics of the responses of the 13 (thirteen) research participants were used. The results highlighted a significant understanding of how the commercial sector perc eives the market position and the services provided by a conversational technology company. Besides, they provided an understanding of how the customers, from the perspective of the commercial sector, perceive the market position and the services of a conv ersational technology company. Thus, this study stands out in both the academic field and the market ecosystem by addressing the use of conversational technology as a marketing and relationship strategy. The research contributes to understanding how this i nnovation is being integrated into commercial practices, expanding discussions on digital transformation. In the academic sphere, it offers a relevant analysis of a rising topic, as companies increasingly seek technology , automation, and personalization in customer service.