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This research paper attempts to analyze how word of mouth affects the student's B school decision-making processes who wish to pursue higher education in business schools. Research data was collected by survey method with the help of questionnaire which was distributed to students and aspirants of different B schools across India. For data analysis statistical techniques like descriptive analysis & factor analysis was used. Only a few studies, particularly in the Indian context, have been conducted in this field. Implications of the study: Research provides insights regarding how students research and shortlist particular B-Schools. Institutions can form their strategy regarding online presence of college. [ABSTRACT FROM AUTHOR]

Covid-19 pandemic has wreaked havoc worldwide in recent months, due to which many countries including India went under lockdown causing a decrease in customer engagement. Many companies have turned to AI tools such as chatbots to improve customer experience by handling customer queries to cope with this situation. Nowadays, it has become imperative for businesses to enhance their customer experience by adopting new technologies such as chatbots that help companies answer customers' simple queries. A good customer experience ensures a positive brand image and customer loyalty. However, there is currently a lack of knowledge regarding the impacts of chatbots on customer experience during covid-19. Objective: The objective of this Research paper is to investigate the impacts of chatbots on customer experience during Covid 19 in India. Research Methodology: Primary data was collected from 104 respondents using a structured questionnaire to gather information regarding customer experience. Data were analyzed using suitable statistical techniques. Implications of the study: The research conclusion was to identify the impacts of chatbots on customer experience and help organizations to tailor effective and efficient chatbots for their businesses to maximize customer experience and satisfaction. Originality: Very few studies have been done in this area to help analyze how companies are trying to enhance customer experience during covid-19 in India by adopting technological means such as Chatbots. This research is to understand the customer perspective towards the perceived experience of chatbots during the covid pandemic in India. [ABSTRACT FROM AUTHOR]