Transforming Customer Experience through Artificial Intelligence: The Marketers’ Perspective
Purpose – The emergence of artificial intelligence (AI) created many opportunities for improving and enhancing customer experiences in the digital environment. The aim of this paper is to highlight the main areas of customer experience improvements and enhancements based on the application of artifi...
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| Format: | Article |
| Language: | English |
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Faculty of Economics & Business, Zagreb, CROMAR (Croatian Union of Marketing Associations)
2024-01-01
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| Series: | Tržište |
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| Online Access: | https://hrcak.srce.hr/file/473059 |
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| author | Vatroslav Škare |
| author_facet | Vatroslav Škare |
| author_sort | Vatroslav Škare |
| collection | DOAJ |
| description | Purpose – The emergence of artificial intelligence (AI) created many opportunities for improving and enhancing customer experiences in the digital environment. The aim of this paper is to highlight the main areas of customer experience improvements and enhancements based on the application of artificial intelligence, from a marketers’ perspective.
Design/methodology/approach – A literature review was conducted to assess current scientific knowledge on the role of artificial intelligence in improving and enhancing customer experience of digital products and services. Furthermore, as part of exploratory research, in-depth interviews were conducted with marketing experts experienced in digital product/service management.
Findings and implications – A range of insights and reflections on the role of artificial intelligence in customer experience improvements and enhancements are provided. Key areas of applicability of artificial intelligence in customer experience improvements and enhancements are identified and discussed, including personalization, service quality, and convenience.
Limitations – The findings of this study are constrained by its exploratory nature and the methodology of in-depth interviews with a limited number of key informants, potentially limiting their generalizability. Furthermore, the reliance on qualitative data may introduce subjective biases and overlook quantitative analysis.
Originality – This study extends understanding of the role artificial intelligence has in improving and enhancing customer experience in the digital environment. It also provides a managerial perspective on the phenomenon. |
| format | Article |
| id | doaj-art-efb53ce41d8c466b8f31d3a06ba4d04d |
| institution | DOAJ |
| issn | 0353-4790 1849-1383 |
| language | English |
| publishDate | 2024-01-01 |
| publisher | Faculty of Economics & Business, Zagreb, CROMAR (Croatian Union of Marketing Associations) |
| record_format | Article |
| series | Tržište |
| spelling | doaj-art-efb53ce41d8c466b8f31d3a06ba4d04d2025-08-20T03:21:19ZengFaculty of Economics & Business, Zagreb, CROMAR (Croatian Union of Marketing Associations)Tržište0353-47901849-13832024-01-0136215316710.22598/mt/2024.36.2.153Transforming Customer Experience through Artificial Intelligence: The Marketers’ PerspectiveVatroslav Škare0University of Zagreb, Faculty of Economics and BusinessPurpose – The emergence of artificial intelligence (AI) created many opportunities for improving and enhancing customer experiences in the digital environment. The aim of this paper is to highlight the main areas of customer experience improvements and enhancements based on the application of artificial intelligence, from a marketers’ perspective. Design/methodology/approach – A literature review was conducted to assess current scientific knowledge on the role of artificial intelligence in improving and enhancing customer experience of digital products and services. Furthermore, as part of exploratory research, in-depth interviews were conducted with marketing experts experienced in digital product/service management. Findings and implications – A range of insights and reflections on the role of artificial intelligence in customer experience improvements and enhancements are provided. Key areas of applicability of artificial intelligence in customer experience improvements and enhancements are identified and discussed, including personalization, service quality, and convenience. Limitations – The findings of this study are constrained by its exploratory nature and the methodology of in-depth interviews with a limited number of key informants, potentially limiting their generalizability. Furthermore, the reliance on qualitative data may introduce subjective biases and overlook quantitative analysis. Originality – This study extends understanding of the role artificial intelligence has in improving and enhancing customer experience in the digital environment. It also provides a managerial perspective on the phenomenon.https://hrcak.srce.hr/file/473059customer experienceartificial intelligencepersonalization |
| spellingShingle | Vatroslav Škare Transforming Customer Experience through Artificial Intelligence: The Marketers’ Perspective Tržište customer experience artificial intelligence personalization |
| title | Transforming Customer Experience through Artificial Intelligence: The Marketers’ Perspective |
| title_full | Transforming Customer Experience through Artificial Intelligence: The Marketers’ Perspective |
| title_fullStr | Transforming Customer Experience through Artificial Intelligence: The Marketers’ Perspective |
| title_full_unstemmed | Transforming Customer Experience through Artificial Intelligence: The Marketers’ Perspective |
| title_short | Transforming Customer Experience through Artificial Intelligence: The Marketers’ Perspective |
| title_sort | transforming customer experience through artificial intelligence the marketers perspective |
| topic | customer experience artificial intelligence personalization |
| url | https://hrcak.srce.hr/file/473059 |
| work_keys_str_mv | AT vatroslavskare transformingcustomerexperiencethroughartificialintelligencethemarketersperspective |