Customer experience is a relevant concept in marketing and tourism research since its correct understanding allows companies to achieve competitive advantage and service providers can reach several outcomes such as customer engagement, loyalty, and customer satisfaction. This chapter aims to...

This study describes the chatbot journey and focuses on its implementation within the digital marketing strategy in the first part of a company's sales funnel. The main goal was to apply a chatbot via Facebook Messenger supported by the ManyChat platform to increase the number of leads,...