Advisers

Kimberly Joyce B. Embile, LPT, MAT

Discipline

Business

Abstract

The global shift toward digital transformation has redefined corporate client relations. In telecommunications, AI integration is now a standard for efficiency; however, balancing automated speed with human empathy remains a critical challenge. While literature explores AI broadly, a gap exists regarding its comparative effectiveness versus human interaction in local markets. This research uses PLDT as a case study to explore the relationship between human interaction and AI efficiency. A descriptive-comparative design evaluated chatbot and human-driven channels. Researchers used purposive sampling to gather data from fifty (50) PLDT customers in Camarin, Caloocan City, ensuring participants had direct experience with both platforms. Age and gender were considered for a representative view. Data were analyzed using weighted mean to assess response time, clarity, and accuracy. A One-Way ANOVA was executed to determine if differences were statistically significant. Analysis reveals that while clients are satisfied with both models, distinct strengths exist. Human agents achieved a higher weighted mean of 3.20, excelling in clarity and accuracy. Conversely, the chatbot model was favored for response time with a mean of 3.14 but received a lower rating of 2.98 for accuracy. Statistical results from the ANOVA confirmed a significant difference in how customers perceive these channels. Data indicates that while chatbots excel in handling high-frequency, simple tasks with speed, they lack the precision required for specialized support. Ultimately, human reliability still outperforms AI in complex problem-solving and emotional engagement. Findings highlight the necessity for a hybrid approach in the service industry. While automated systems offer rapid response times, the human element remains indispensable for complex issues. Organizations must adopt integrated frameworks that leverage speed without sacrificing quality to ensure loyalty.

Keywords

customer satisfaction, chatbots, human-driven