Diseño de un chatbot para la página web de pizza hut para fortalecer la experiencia del cliente

Abstract

This study, part of a TT2 Graduation Project, aimed to design an automated customer service chatbot to improve the user experience during the purchase process on the Pizza Hut Ecuador website. The project focuses on proposing a technological solution at the design level, intended to enhance digital customer service and user interaction. The research employed a mixed- methods approach, combining quantitative and qualitative techniques to analyze user perceptions of digital customer service. In the quantitative phase, a structured survey using a five-point Likert scale was administered to a sample of 310 users, evaluating aspects such as website usability, clarity of the purchase process, trust in the platform, and acceptance of automated customer service tools. Additionally, a semi-structured interview was conducted with a digital marketing expert to identify points of friction in the user experience and opportunities for improvement. Based on the analysis of the collected data, a conceptual design for the chatbot was developed, defining conversational flows, a communication identity aligned with the brand, and functionalities geared toward assisting customers during the purchase process. The results indicate that 82.6% of surveyed users believe that an automated customer service tool would improve their shopping experience, primarily by providing immediate answers and real-time support.