The Impact of Interactive Chatbots in Marketing Private Higher Education Services for Students

Document Type : Original Article

Authors

1 Faculty of Media& Mass Communication October 6 Unviersity

2 FACULTY OF COMPUTER SCIENCE, October university for modern sciences and arts

Abstract

This study aimed to experiment with the effect of using interactive chatbots in marketing private higher education services to students towards the task technology fit model and measures the extent to which the students use chatbots, and its relationship to the efficiency of providing services. The study also examines the students` tendency towards this technology.
The results show that there are statistically significant differences between the overall mean scores of (the experimental group and the control group), each in favor of the experimental group in the five variables of the study. Also, the results showed that the students had positive attitudes towards the use of chatbots and a desire to continue using them in the future.
The study recommends the need to use interactive chatbots in marketing departments within private university education institutions in providing their different services, to reflect a positive image for their customers.

Keywords

Main Subjects

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