The Use of Chatbots in an Organization’s Customer Communication: A Case of Moneza Limited

Abstract

This study explored the use of chatbots in an organization’s customer communication, focusing on Moneza Limited, a Kenyan digital lending company. As organizations adopt technological innovations, like chatbots, to enhance communication, concerns have emerged around professionalism, data privacy, ethics, inclusivity, and job displacement. Despite increasing chatbot adoption in Kenya, there is limited literature on their use and impact in local organizational contexts. This research aimed to analyze how and why Moneza employs chatbots in customer communication assess their impact on customer relationships, and examine associated challenges. Guided by the Diffusion of Innovation (DOI) theory and the Technology Acceptance Model (TAM), this research emphasized the intersection of technological acceptance and strategic communication. A qualitative, exploratory research design was used, with data collected through open-ended interviews involving managers and customer service agents. Thematic analysis revealed that chatbots enhance customer experience by handling FAQs, reducing operational costs, and enabling prompt, consistent responses. However, issues such as poor handling of complex queries, limited accessibility for users with disabilities, and data privacy concerns persist. Human intervention was found essential for maintaining trust and meaningful engagement. Although organizations value chatbot innovation, few address inclusivity in design or compliance with strong regulatory frameworks. The study contributes to corporate communication by linking chatbot use to communication strategy through TAM and DOI, and highlights the importance of human-technology interaction. Recommendations are offered to improve chatbot design, accessibility, and balance with human support.