Student theses

Theses on AI-powered chatbots in customer service and complaint management
The rise of artificial intelligence (AI) has resulted in novel applications of digital assistance that reshape the service industry and the way organizations develop customer relationships. As AI-based chatbots offer advantages in terms of speed, consistency, complex data processing, and uninterrupted work capabilities, they have widely been adopted by firms and increasingly complement or replace human agents in customer service. However, chatbots may deliver dissatisfying service outcomes, which may lead to negative customer reactions and affect satisfaction, loyalty, or word-of-mouth. Customers' perception of knowledge, empathy, and trustworthiness are crucial during service recovery. While chatbots provide cost and time savings, they likely fail to recognize emotions and respond appropriately. Thus, they may not be suitable during complex service encounters such as the recovery of failed services, which results in customers’ desire to talk to a human agent. The theses investigate customer responses to service recovery provided by different types of service agents (chatbot, chatbot with a human fallback, human agent) for goods and services after less and more severe single and double service failures.
Please contact olivier.schorro@unifr.ch for detailed information.

Theses on marketing communication on social networks
A social media presence is nowadays imperative for companies to stay close to customers, trends and markets. The interactive environment of social networks encourages consumers to directly contact companies and interact with them in real time. Companies receive many publicly visible positive and negative comments on social networks and thus need to know how to react to these comments to stimulate positive and avoid negative consumer reactions. The theses investigate the effects of different elements of corporate social media marketing communication (response strategy, type, account, speed) on commenting and/or observing social network users.
Please contact sanja.stuhldreier@unifr.ch for detailed information.

Theses on sustainable travel packages
Description to follow.

Moodle
All information on Bachelor's and Master's theses can be found on our Moodle page. Please contact the Chair of Marketing II to get access to the Moodle site.