2026-09-25T04:09:37Zhttps://openrepository.aut.ac.nz/server/oai/requestoai:openrepository.aut.ac.nz:10292/181902026-06-13T16:36:37Zcom_10292_3col_10292_476
AUT Research Repository
advisor
Xu, Yingzi
advisor
De Villiers, Rouxelle
author
Ha Ngoc, Khuong
2024-10-24T22:44:51Z
2024-10-24T22:44:51Z
2024
http://hdl.handle.net/10292/18190
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.
en
Towards a Model of Customer Satisfaction in the Digital Era: A Systematic Literature Review of the Impact of Artificial Intelligence on Customer Satisfaction
Thesis
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URL
https://openrepository.aut.ac.nz/bitstreams/38e6d81c-8797-4ae3-b4a2-5a47f1dd4e21/download
File
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application/pdf
KhuongHN.pdf
URL
https://openrepository.aut.ac.nz/bitstreams/e316e5cd-5a3d-4086-896b-9d1d42f5d3b7/download
File
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text/plain
KhuongHN.pdf.txt