Development of a Chatbot System for Customer Communication and Information Services: A Case Study of Bundit World Co., Ltd.

Abstract

This research aimed to: 1) study and develop an automated chatbot system on          the LINE application, 2) investigate methods to enhance intent classification accuracy utilizing Artificial Intelligence (AI) technology, and 3) evaluate the system's performance and users’ satisfaction. The chatbot was developed to facilitate communication and provide customer information services for Bundit World Co., Ltd., following the System Development Life Cycle (SDLC) framework. The research sample comprised 30 general users, selected through purposive sampling from individuals who volunteered for system testing and performance evaluation. The research instruments included the developed chatbot system and an evaluation questionnaire. Data collected from the performance and satisfaction assessments were analyzed using descriptive statistics. The research findings revealed that   the developed chatbot system functioned effectively in alignment with the specified objectives. Furthermore, the overall evaluation indicated that users’ satisfaction was at the highest level (= 4.54).