Evaluating the Efficiency of Chatbots and Virtual Assistants in Digital Engagement and Customer Support in Emerging Cities of Andhra Pradesh

This study explores the effectiveness of chatbots in customer support, with a focus on internet users in the emerging cities of Andhra Pradesh. The study adopts a comprehensive framework that evaluates the efficiency of chatbots through three main dimensions: Performance (Functionality, Reliability, and Information Quality), User Experience (Chatbot Interface, Response Time, and Human Handoff), and Trust (Transparency, Consistency, and Security). The research was conducted in two major cities Visakhapatnam and Amaravati (which includes Vijayawada and Guntur), with a total sample size of 384 respondents (128 from each city). Both descriptive and inferential statistical techniques, were employed to analyse the data. The findings reveal that chatbots and virtual assistants are effectively meeting customer expectations in these regions, as indicated by positive responses in all measured dimensions. The study concludes that the proposed framework is not only applicable in the study area but also serves as a valuable tool for organizations aiming to assess and improve the efficiency of chatbots and virtual assistants in any geographical region. This framework provides insights that can guide businesses in optimizing digital customer engagement and enhancing customer support through chatbots.