Leveraging Artificial Intelligence in Service Marketing to Enhance Electronic Word of Mouth (eWOM)

Abstract

Artificial intelligence (AI) has emerged as a powerful tool in shaping electronic word-of-mouth (eWOM) dynamics within service marketing. This chapter explores the predicted long-term impact of AI-enhanced eWOM on the service marketing landscape and offers strategic recommendations for businesses to remain competitive. Predicted effects include hyper-personalization, enhanced customer engagement, and a shift in customer expectations towards seamless experiences. To capitalize on these trends, businesses must invest in AI capabilities, prioritize data ethics, and embrace innovation. Advanced analytics, AI-driven chatbots, and personalized recommendation engines are key tools for delivering exceptional customer experiences. Moreover, maintaining transparency, consent, and data security is crucial for building trust and regulatory compliance. By leveraging AI-enhanced eWOM, businesses can foster stronger customer relationships, increase brand loyalty, and drive long-term success in the digital era.