Customer satisfaction in logistics: an analysis of chatbots in the leading companies of Colombia, Peru, and Ecuador

the article analyzes the potential effectiveness of chatbots on enhancing consumer service in the logistics industry, assessing the performance of ten prominent companies in Colombia, Peru, and Ecuador (CPE region). These companies, situated in the logistics services sector, play a crucial role in the supply chain, offering specialized services encompassing transportation, storage, and other areas within their economic activities. The study, involving 1250 individual B2C (business -to -consumer) users of chatbots, focused on analyzing the effectiveness of these tools and their impact on customer satisfaction. Through multiple regression analysis, key factors influencing customer satisfaction were identified, such as the ability to address issues, detailed knowledge of the company, autonomy in issue resolution, grammatical accuracy, and overall reputation. The results underscore the significant potential of chatbots to enhance customer service in logistics, emphasizing their effectiveness in issue resolution, familiarity with products and services, autonomy in issue resolution, grammatical correctness, and user recommendations. These findings are vital for the logistics sector, highlighting the transformative role of chatbots in elevating customer satisfaction and operational efficiency through technological integration.