Blurring the Line between Physical and Digital Environment: The Impact of Artificial Intelligence on Customers' Relationship and Customer Experience

Hasan, Rakibul; Weaven, Scott; Thaichon, Park

doi:10.1108/978-1-80071-348-220211008

Cited by 6 publications

(4 citation statements)

References 29 publications

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“…This research extends the current knowledge related to AI. In general, AI quality can have a positive effect on the experience of customers and result in a better relationship with the customers (Hasan et al, 2021b). On the other hand, there are some limitations.…”

Section: Conclusion Limitations and Future Research Directionsmentioning

confidence: 99%

“…Artificial intelligence (AI) generally involves machine simulations of human intelligence; thus, AI can act humanly and is able to learn, communicate, collaborate or perform human tasks (Hasan, Thaichon, et al, 2021a; Russell et al, 2016). The adoption and integration of AI applications in the customer service process is a rising trend (Hasan, Weaven, et al, 2021b). For instance, AI chatbots, computer programs that simulate human conversations, can offer convenient and timely assistance to a large number of users at the same time (Luo et al, 2019).…”

Section: Introductionmentioning

confidence: 99%

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The effect of AI quality on customer experience and brand relationship

Nguyen

Quach

Thaichon

2021

J of Consumer Behaviour

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Although Artificial Intelligence (AI) has been gradually introduced to various industries, research on customer attitudes and behavior toward the use of AI is still in its infancy. Underpinned by flow theory and social identity theory, the current research aims to examine the influence of AI on the customer experience of flow, customer‐brand identification and customer advocacy. In addition, it is suggested that employee responsiveness moderates the effect of AI quality on flow and customer‐brand identification. A paper‐based survey was used to collect data from 350 guests from hotels in Vietnam. The findings indicate that AI information currency and system flexibility are significantly related to flow whereas AI system timeliness is the only dimension that significantly affects customer‐brand identification. Flow and customer‐brand identification significantly mediates the relationship between AI quality and customer advocacy. Besides, as the level of employee responsiveness decreases, the effect of AI system reliability on customer‐brand identification is more significant. This study extends the current body of knowledge in relation to the role of AI in the development of service experience and the relationship between customers and an organization. The findings make a compelling case for hotels to invest in AI tools in order to respond to customer expectations and improve their perception of hotel services.

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Section: Conclusion Limitations and Future Research Directionsmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

The effect of AI quality on customer experience and brand relationship

Nguyen

Quach

Thaichon

2021

J of Consumer Behaviour

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“…Once an AI system is ready for deployment, constant falsifiability and taking incremental steps is crucial. This would allow managers to critically reflect on operating context or institutions (e.g., norms, value judgment, culture) and detect unintended negative consequences at early stages (Hasan et al, 2021; Rahwan et al, 2019). Consequently, managers would be able to make changes to AI systems to ensure local responsiveness while reconfiguring resources.…”

Section: Discussionmentioning

confidence: 99%

Managing artificial intelligence in international business: Toward a research agenda on sustainable production and consumption

Hasan,

Ojala

2024

Thunderbird Intl Bus Rev

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The collaboration between artificial intelligence (AI) and humans is reshaping international business (IB) management dynamics, aiming to achieve global sustainable development. Recent IB literature indicates that managing AI brings benefits such as better resource reconfiguration, reduced transaction costs, and global sustainable development. However, existing IB literature provides only meager knowledge about the characteristics of AI and how these characteristics can be employed for international expansion at the intersection of sustainable development. In response, our aim is to construct these characteristics by employing directed qualitative content analysis of empirical AI research. Based on our three constructed characteristics of AI, we contribute to current IB literature by providing a framework to balance economic and social goals and utilizing AI for global sustainable development. Further, we provide future IB research themes to guide IB and AI research toward achieving a sustainable production and consumption agenda.

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“…Student, Department of Accounting and Finance, Ramakrishna Mission Vivekananda College, Evening College (Autonomous), Mylapore, Chennai -600004 2. Student, Department of Accounting and Finance, Ramakrishna Mission Vivekananda College, Evening College (Autonomous), Mylapore, Chennai -600004.…”

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confidence: 99%

Facilitating AI in the Domain of Digital Marketing in Chennai City

S. Kieran,

Krishna

2023

JDMS

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This comprehensive article provides an in-depth exploration of the transformative impact of Artificial Intelligence (AI) within the realm of digital marketing. This comprehensive article deeply explores the transformative impact of Artificial Intelligence (AI) on digital marketing. In the rapidly evolving digital landscape, AI-driven technologies have become essential tools, revolutionizing marketing optimization and execution. The study highlights AI's vital role in customer segmentation, personalized content delivery, and real-time analytics, enhancing customer experiences and campaign performance. Beyond acknowledging AI's potential, the research delves into its intricate mechanisms, showcasing concrete contributions to digital marketing. AI's integration empowers businesses to precisely target and engage audiences, fostering lasting relationships and brand loyalty. Amidst AI's potential, the article addresses challenges like data privacy, transparency, and algorithmic biases, emphasizing ethical AI practices. Trust-building between enterprises and consumers is crucial, underscoring transparency and responsible AI use. As businesses reshape digital marketing with AI, ethical considerations are paramount for fairness, inclusivity, and accountability.

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Blurring the Line between Physical and Digital Environment: The Impact of Artificial Intelligence on Customers' Relationship and Customer Experience

Cited by 6 publications

References 29 publications

The effect of AI quality on customer experience and brand relationship

The effect of AI quality on customer experience and brand relationship

Managing artificial intelligence in international business: Toward a research agenda on sustainable production and consumption

Facilitating AI in the Domain of Digital Marketing in Chennai City

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