Kann die Nutzung von Chatbots negative Wirkungen von Produktcommoditisierung auf Markenerfolgsgrößen abschwächen?

In many saturated markets in the industrialized world, some customers find it increasingly diffi-cult to differentiate between the wide range of products and services offered. This article focus-es on product commoditization as a possible cause of such difficulties. Product commoditization refers to a development during the product life cycle in which a product loses its differentiating properties and customers perceive it as a standardized, interchangeable good. Furthermore, it leads to adverse consequences for suppliers, such as increased price competition. The present paper examines whether countermeasures can be successfully taken with the marketing tool chatbot. Chatbots are becoming increasingly prevalent in many markets. On the one hand, a comprehensive study for Germany confirms the adverse consequences of product commoditiza-tion on brand preference and, on the other hand, shows that chatbots are only able to counteract if consumers recognize their usefulness and are satisfied with their use.