| Abstract [eng] |
Paper size: 72 pages, 1 figure, 14 tables, 75 references. The main objective of this paper is to investigate the impact of sales process automation on customer purchase intention, evaluating the role of customer satisfaction in this process. The paper consists of four main parts: literature review, research methodology, analysis of research results, conclusions and recommendations. The literature review presents sales process automation, its development and the technologies used – chatbots and automated emails. The evaluation factors of automated technologies are analyzed: perceived usefulness (PU), perceived ease of use (PEOU) and perceived service reliability, as well as their relationships with customer satisfaction and purchase intention. The research model is based on the Technology Acceptance Model (TAM), supplemented by the service reliability construct. The empirical research employed a quantitative method – a questionnaire survey. A total of 272 respondents were surveyed and the data were analyzed using SPSS software. Descriptive statistical, correlational, regression and mediation analyses were conducted. The results showed that perceived usefulness (PU) is the strongest predictor of customer satisfaction in both technology groups. It was found that perceived ease of use (PEOU) significantly affects satisfaction only in the email newsletter group, while in the chatbot group this effect is not statistically significant. Customer satisfaction was identified as a particularly strong predictor of purchase intention in both groups. The mediation analysis confirmed that customer satisfaction plays a partial mediation role in the chatbot group and a full mediation role in the email newsletter group. The findings of the paper may be useful for companies seeking to more effectively implement automated sales technologies and improve customer satisfaction. The results are valuable in practice for organizations planning investments in chatbots or automated emails with the aim of increasing customer purchase intention. |
