CUSTOMER SERVICE PREFERENCE BETWEEN MTN'S AI ZIGI CHATBOT AND HUMAN REPRESENTATIVES AMONG OAU UNDERGRADUATES

Abstract

This study examined customer service preference between MTN’s AI Zigi chatbot and human representatives among students of Obafemi Awolowo University (OAU). The study had the objectives of understanding the extent of awareness and frequency of usage of Zigi, identifying the preferred service option, and determining the factors influencing students’ choices. The study adopted the diffusion of innovation and uses and gratifications theory as frameworks. This study made use of a quantitative research design and adopted non-probability sampling. The research methodology used was the survey method, while a questionnaire was employed as the instrument of data collection. This study’s sample included 400 undergraduates of OAU. The data gathered were analysed and interpreted using descriptive statistics. The study found that while more than half of respondents were aware of Zigi, actual usage was low and frequency of use was minimal. Human representatives were the most preferred service option, especially for complex tasks such as lodging complaints and resolving technical issues, while Zigi was mostly used for simple tasks such as checking account balance or buying data. The study concludes that although Zigi offers advantages such as speed and 24/7 availability, human representatives remain the preferred choice for complex issues. The study recommended that implementing a hybrid service model that combines Zigi’s 24/7 availability with seamless escalation to human agents for complex or sensitive issues and enhancing awareness through sensitization campaigns on platforms and channels popular with students.