Towards a Model of Customer Satisfaction in the Digital Era: A Systematic Literature Review of the Impact of Artificial Intelligence on Customer Satisfaction
| aut.embargo | No | |
| aut.thirdpc.contains | No | |
| dc.contributor.advisor | Xu, Yingzi | |
| dc.contributor.advisor | De Villiers, Rouxelle | |
| dc.contributor.author | Ha Ngoc, Khuong | |
| dc.date.accessioned | 2024-10-24T22:44:51Z | |
| dc.date.available | 2024-10-24T22:44:51Z | |
| dc.date.issued | 2024 | |
| dc.description.abstract | My research explores the effect of artificial intelligence (AI) capabilities on customer satisfaction. A systematic literature review methodology was conducted to achieve this research's objective by analysing 70 carefully selected journal articles in the marketing domain. By synthesising the findings from relevant, qualified peer-reviewed journal articles, the study synthesises a comprehensive understanding of AI's impact on service interactions and customer experience. My data analysis reveals five themes associated with AI and customer satisfaction: AI system quality, AI anthropomorphism, AI communication quality, AI competency, and customer trust. Following the themes of AI and customer satisfaction identified from the data analysis, I propose a conceptual framework integrating AI and customer satisfaction themes with AI business value (automation and augmentation) and AI customer experiences (data capture, classification, delegation, and social experience). The framework provides a foundation for understanding the relationship between customer satisfaction factors and the interplay of current AI capability. My research makes a notable theoretical contribution by addressing the need for a holistic view of AI and customer satisfaction, establishing clear definitions of AI functions, and integrating insights from diverse fields. Practical implications include providing managers with a multi-dimensional understanding of AI-driven customer satisfaction and a roadmap for aligning AI initiatives with customer experience priorities. Future research directions involve empirically validating the proposed framework, exploring human-AI collaboration effects, and refining the AI-customer-experience (AI-CX) model proposed herein. The study's limitations include potential omissions of relevant research and the need for further validation of the AI-CX components. | |
| dc.identifier.uri | http://hdl.handle.net/10292/18190 | |
| dc.language.iso | en | |
| dc.publisher | Auckland University of Technology | |
| dc.rights.accessrights | OpenAccess | |
| dc.title | Towards a Model of Customer Satisfaction in the Digital Era: A Systematic Literature Review of the Impact of Artificial Intelligence on Customer Satisfaction | |
| dc.type | Thesis | |
| thesis.degree.grantor | Auckland University of Technology | |
| thesis.degree.name | Master of Business |