Agnieszka Werenowska1, Ewa Jaska2
1, 2 Faculty of Economic Sciences, Warsaw University of Life Sciences - SGGW
Werenowska, Agnieszka; ORCID: 0000-0002-2545-4442 (Faculty of Economic Sciences, Warsaw University of Life Sciences - SGGW)
Jaska, Ewa; ORCID: 0000-0002-3874-1985 (Faculty of Economic Sciences, Warsaw University of Life Sciences - SGGW)
Economic Sciences for Agribusiness and Rural Economy, 2019, vol., nr 3, s. 153-158

Słowa kluczowe

marketing chatbot communication

JEL Classification



The e-commerce industry is constantly growing and becoming a strong competition for stationary outlets. More and more e-stores are deciding to use new communication solutions. Many of them use so-called bots. The article presents the possibilities of using virtual assistants, the analysis of the literature on the subject and the results of conducted surveys on the use and familiarity of chatbots among recipients and managers. In the application of virtual assistants, managers see a chance to increase the possibility of effective communication with simultaneous reduction of the costs of carrying out this process. The benefits of this solution support the intensive and versatile use of it. At the same time, customers opt for direct contact with a consultant. That is why the perfect combination is to have both a chatbot and a real consultant.


  1. Gartner (2011). Customer 360 Summit brochure. Retrieved from: summits/docs/na/customer-360/C360_2011_brochure_ FINAL.pdf [Access 11.03.2019].
  2. Grębosz, M., Siuda, D., Szymański, G. (2016). Social media marketing. Wydawnictwo Politechniki Łódzkiej, Łódź.
  3. Jaska, E., Werenowska, A. (2018). Chatbots as a new communication tool for enterprise and clients. In: M. Podkowińska (ed.) Communication. Education. Culture. Pro Communio, Presov, p. 121.
  4. K2Bots.AI (2019). Raport. Polskie Chatboty 2018 [Report. Polish Chatbots 2018]. Retrieved from: [Access: 01.04.2019].
  5. Lun, E. van (2018). An International Survey: Consumers say No to Chatbot Silos. news. Retrieved from: usage_uk_us/ [Access 14.03.2019].
  6. Nowy Marketing (2018). Encyklopedia marketing. Hasło: c-chat [Marketing encyclopedia. Word: c-chat]. Retrieved from: a/19149,c-chatbot-encyklopedia-marketingu [Access 20.03.2019].
  7. Pawlak, A., Wolski, M. (2007). The use of internet technologies of chatterbots in modern marketing activities. In: KIS 2007 – Konferencja Matematyki i Informatyki Stosowanej. Chełm 25-26.05.2007. Vol IV. Wydawnictwo Konferencyjne, Chełm. Retrieved from: pdf [Access 20.03.2019].
  8. Pyżalski, J. (2012). Agresja elektroniczna i cyberbullying jako nowe ryzykowe zachowanie młodzieży [Electronic aggression and cyberbullying as a new risky behaviour of young people]. Impuls, Kraków.
  9. SALESmanago (n.d.). Automatic Sales Chat. Retrieved from: [Access 20.03.2019].
  10. Taranko, T. (2015). Komunikacja marketingowa. Istota uwarunkowania, efekty [Marketing communication. The essence of conditioning, effects]. Oficyna Wolters Kluwer Business, Warszawa.
  11. Wiktor, J.W. (2002). Modele komunikacji marketingowej [Marketing communication models]. Zeszyty Naukowe Akademii Ekonomicznej w Krakowie, 602, p. 122.
  12. Wiktor, J.W. (2005). Promocja. System komunikacji przedsiębiorstwa z rynkiem [Promotion. Communication system of a company with the market]. Wydawnictwo Naukowe PWN, Warszawa.
  13. Wiktor, J. (2013). Komunikacja marketingowa [Marketing communication]. Wydawnictwo Naukowe PWN, Warszawa.