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The Contributions of Customer Knowledge and Artificial Intelligence to Customer Satisfaction

Author

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  • Ibrahim Zada

    (Beirut Arab University, Beirut, Lebanon.)

Abstract

Customer knowledge is critical for business and marketing strategy, and companies are turning to Artificial Intelligence (AI)-based data analysis to better understand user experience and behavior in both product and service sectors. This paper discusses the importance of customer knowledge and the tools for obtaining it using AI-based analysis. While AI-based analysis has many benefits, such as advanced and detailed analytics, it also has many drawbacks, such as privacy and the human-biased factor that the machine can learn from interacting with humans. AI is a delicate marketing technology that should be controlled by humans because it cannot replace humans in customer service, relationship management, and critical situations.

Suggested Citation

  • Ibrahim Zada, 2022. "The Contributions of Customer Knowledge and Artificial Intelligence to Customer Satisfaction," International Review of Management and Marketing, Econjournals, vol. 12(5), pages 1-4, September.
    • Handle: RePEc:eco:journ3:2022-05-1
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    References listed on IDEAS

    as
    1. De Bruyn, Arnaud & Viswanathan, Vijay & Beh, Yean Shan & Brock, Jürgen Kai-Uwe & von Wangenheim, Florian, 2020. "Artificial Intelligence and Marketing: Pitfalls and Opportunities," Journal of Interactive Marketing, Elsevier, vol. 51(C), pages 91-105.
    2. Fahey, Robert A. & Hino, Airo, 2020. "COVID-19, digital privacy, and the social limits on data-focused public health responses," International Journal of Information Management, Elsevier, vol. 55(C).
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Customer Knowledge; AI Technology; Marketing; Customer Satisfaction; Customer Relationship; Communication;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O32 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Management of Technological Innovation and R&D
    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness

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