Service Marketing Research Papers - Academia.edu (original) (raw)

2025, International Journal of Innovative Research in Engineering & Management (IJIREM)

Artificial Intelligence (AI) landscape is fast developing such that there are dynamic and autonomous representatives of AI which are referred to as AI agents. These agents, fueled by the evolution of generative AI and large language... more

Artificial Intelligence (AI) landscape is fast developing such that there are dynamic and autonomous representatives of AI which are referred to as AI agents. These agents, fueled by the evolution of generative AI and large language models (LLMs), can make their own decisions, perform tasks and make adjustments to rapidly changing environments. An even more advanced step is the instrumentation of various specialized AI agents into working multi-agent systems (MAS). The paper will discuss the disruptive effect of the introduction of AI agents and MAS on the automation and service of enterprises and different industries. We look into their possibilities, various uses, and the natural strengths and weaknesses, such as the essentiality of effective governance infrastructure and complicated conditions in human-AI partnership. Although promising new levels of efficiency and capability to solve problems previously inaccessible, ethical implications associated with the use of these agentic systems have to be carefully explored as well as the approaches to integration that should be able to guarantee their long-term value and be serving to empower humans. This paper is a survey paper regarding Agentic AI and multi-agent systems within the enterprise context. Examining 65 of thes contemporary sources (2024-2025), we record the paradigm shift of passive generative AI to autonomous agentic systems. The paper analyses the architectural structures, models of collaboration, industrial use and governance issues. The most significant ones are (1) multi-agent systems have a 40-60% efficiency gain of the processes, (2) special agent relation coordination protocols are becoming important infrastructure, and (3) it is found that human-agent collaboration needs new stewardship and motivational models. All these are ended in the paper with new directions of agent-to-agent communications and the specific agent settings.

2025, Pathfinder of Research

The accelerated progression of machine intelligence and generative AI (GenAI) is escalating the landscape of U.S. business, introducing transformative opportunities while raising critical societal questions. This review... more

The accelerated progression of machine intelligence and generative AI (GenAI) is escalating the landscape of U.S. business, introducing transformative opportunities while raising critical societal questions. This review article systematically examines fourkey dimensions of AI's impact: technological innovations, practical applications, emerging challenges, and future directions. Regarding innovation, we analysethe way automatic learning breakthroughs and the ability of the GenAI to change data analysis and decision-making processes and interact with the machine. Real-world deployment is being applied in key areas such as personal health diagnosis, smart financial forecasts, dynamic commitments from retail customers, and smart production systems. However, these technological dance moves come with significant challenges, especially related to the transformation of the labourforce, the moral significance of automatic decision-making, data security issues and the need for an updated legal framework. Our analysis shows that solving these problems requires cooperation among decision-makers, business leaders and technology developers. By looking at future trends, we find exciting advancements in AI systems that are user-friendly, training models for a flexible workforce, and strategies for integrating AI that ensure innovation is balanced with social responsibility. This assessment, by synthesizing current experimental studies with real-world data, offers valuable insights for companies pursuing AI applications. Weemphasize the importance of developing AI solutions that focus on improving human abilities rather than replacing them, and we propose active management methods to achieve this goal. The results provide a roadmap for responsible AI implementation in American companies and the basis for future research in this rapidly developing field.

2025, International Journal of Contemporary Hospitality Management

Purpose - Drawing on behavioral reasoning theory, this study proposes a research framework that investigates the antecedents of reasons for (warmth and competence) and reasons against (realistic, identity, and privacy threats) using... more

Purpose - Drawing on behavioral reasoning theory, this study proposes a research framework that investigates the antecedents of reasons for (warmth and competence) and reasons against (realistic, identity, and privacy threats) using chatbots in hospitality and tourism industries (H&TI). It empirically explores breadth of usage (i.e., full vs. partial usage) and demographics of travelers as antecedents of those reasons. In addition, the study examines symmetric directional theory and empirical analysis of how chatbot experiences relate to chatbot assessments.
Design/methodology/approach - Data were collected from 312 individuals in France. Data analysis was undertaken using a multi-analytical approach including symmetrical (PLS-SEM)
and asymmetrical analyses (fsQCA).
Findings – The symmetric analyses did not validate all causal paths, whereas fsQCA evidenced combinatory effects. This study finds that most full users judge chatbots as high in both warmth and competence. The study shows that partial and full users evaluate chatbots differently (mainly in terms of their reasons for). Demographics modestly shape travelers’ chatbot assessment. Combinations of demographics and use recipes are not accurate in indicating travelers assessing all threats in chatbot conversations. This last result can be due to a denial or coping mechanism that full users may develop to minimize the effects on these threats.
Practical implications – This study provides practical guidance for H&TI by proposing actionable recommendations to maximize reasons for (warmth and competence) and minimize reasons against (realistic, identity, and privacy threats) using chatbots. Recommendations include, for example, providing clear information regarding chatbots’ real capabilities (i.e., its competence), and designing friendly interfaces to maximize perceived warmth. To counter threats, firms should strengthen their safeguards and promote these actions to users. Also employing big data analytics to segment users—full and partial users—and improve full users experience and convert partial users to full users would be beneficial.
Originality/value - This study is the first to show how recipes of reasons for (facilitating factors) and reasons against (hindering factors) using chatbots in H&TI are formed.

2025, IAES International Journal of Robotics and Automation (IJRA)

The objective of this research is to examine the perceived values of robot servers, which include utilitarian and hedonic values, and how this influences willingness to pay more in the restaurant industry. This paper also examined the... more

The objective of this research is to examine the perceived values of robot servers, which include utilitarian and hedonic values, and how this influences willingness to pay more in the restaurant industry. This paper also examined the differences between the two sub-dimensions of perceived value, which are based on the demographic factors of the respondents. This research performed a data analysis based on a sample size of 295 participants, and the results indicated that the two sub-dimensions of perceived value play a crucial role in regard to the formation of willingness to pay more. Furthermore, the results showed that there were differences in perceived value in regard to the demographic factors.

2025, European Management Journal

The development of humanoid robots and artificial intelligence (AI) agents represents two distinct but complementary advancements in replicating human capabilities in physical and digital environments. This duality reflects a broader... more

The development of humanoid robots and artificial intelligence (AI) agents represents two distinct but complementary advancements in replicating human capabilities in physical and digital environments. This duality reflects a broader shift toward physical AI a term used to describe embodied AI systems capable of interacting with the physical world through movement and perception - of which humanoid robots are a prominent example. Our paper explores how these technologies reshape and extend established management theories across three disciplines—human resource management (HRM), marketing and consumer behavior (CB), and operations management (OM). Specifically, we propose that in HRM, humanoid robots challenge team role theory by introducing machine-oriented roles, such as trainers and testers, while AI agents prompt a rethinking of social learning theory through their capacity to enable behavior simulation and dynamic feedback loops. In marketing and CB, AI agents reconfigure value co-creation within service-dominant logic by acting as autonomous cocreators of value, while humanoid robots influence social agency theory by altering perceptions of trust and power dynamics. In OM, these technologies drive new opportunities for throughput, agility, and process optimization by integrating real-time predictive analytics and adaptive workflow automation. These insights emphasize that while many traditional theories remain relevant, they require adaptation to account for human–machine collaboration, machine agency, and the hybrid roles emerging in organizational contexts.

2025, Metallurgical and Materials Engineering

Artificial Intelligence (AI) systems have become ubiquitous in contemporary society and have the potential for transformative impact on user behavior. These systems are capable of learning autonomously to personalize their behavior to... more

2025, International Journal of Advanced Research (IJAR)

The underrepresentation of women in senior leadership positions within Indian higher education presents a significant paradox. While India maintains the worlds third-largest higher education system with 1,074 universities and women... more

The underrepresentation of women in senior leadership positions within Indian higher education presents a significant paradox. While India maintains the worlds third-largest higher education system with 1,074 universities and women demonstrating strong academic achievements, their presence in top administrative roles remains minimal. This study analyses the disconnect between womens academic success, evidenced by 42% of doctoral degrees being awarded to female candidates, and their limited representation in leadership, where they constitute only 6.67% of senior academic leaders. Through the Analysis of current literature and institutional data, the research identifies critical barriers including inadequate mentoring systems, persistent pipeline problems, limited networking opportunities, and entrenched gender stereotypes. Analysis of Central Universities reveals particularly stark disparities, with women occupying merely 6.7% of Vice-Chancellor positions, 20% of Dean Positions, and 28% of Department Head roles. The study argues that increasing womens representation in educational leadership is essential not only for achieving gender parity but also for leveraging their unique leadership qualities, including relationship-based approaches and empathetic decision-making. These findings underscore the urgent need for institutional reforms and targeted initiatives to bridge the gender leadership gap in Indian higher education, ultimately fostering more inclusive and effective educational institutions.

2025

Since the world of aviation is highly competitive, technical knowledge is merely half the picture of succeeding as a cabin crew member. The cabin crew skills that separate superb professionals from others are more than the memorization of... more

Since the world of aviation is highly competitive, technical knowledge is merely half the picture of succeeding as a cabin crew member. The cabin crew skills that separate superb professionals from others are more than the memorization of safety procedures and service standards. These critical soft skills deliver unforgettable customer experiences and establish careers in the aviation industry.

2025

This study examined the Impact of Consumer Choice on Mobile Brand Operators Service in Nigeria; A case Study of Katsina Metropolis, Nigeria. However, the study is to find out the impact of consumer choice on Mobile Brand Operators... more

This study examined the Impact of Consumer Choice on Mobile Brand Operators Service in Nigeria; A case Study of Katsina Metropolis, Nigeria. However, the study is to find out the impact of consumer choice on Mobile Brand Operators Service, this study focuses on some factors to understand and comprehend the reasons behind the choice behavior of people in Katsina Metropolis with respect to the cellular service sector. Therefore, the main objective of this research work is to examine the impact of Consumer Choice on mobile brand operator’s services in Katsina metropolis with respect to Quality, Coverage, Customer service, Price, Social factors, Promotions, Purchase behavior, Reliability of services and Value added services.A Quantitative survey research design is use in the study, a total of 384 mobile phone subscribers in Katsina metropolis were selected for the study, and non-probability/ convenience sampling procedure was used in this study while selecting the subjects. A questionna...

2025

The last years have seen an unprecedented upsurge in multi-language use in marketing, ranging from small local companies to the largest multinationals. During the last decades, international cooperation, immigration and expatriate workers... more

The last years have seen an unprecedented upsurge in multi-language use in marketing, ranging from small local companies to the largest multinationals. During the last decades, international cooperation, immigration and expatriate workers have all become more and more common, leading to an increase in encounters between companies and consumers that do not necessarily share a native language. In addition, the position of most minority languages has been strengthened. Despite this, virtually no research exists on the topic how consumers are affected by situations in which they do not speak the language of the service provider or vice versa. Building on the sociolinguistic literature on society characteristics, this paper outlines the characteristics defining language use on different markets and presents a model for marketers based on these characteristics.

2025, Journal of Marketing & Social Research

The rapid advancements in artificial intelligence (AI) have revolutionized the marketing landscape, enabling businesses to leverage predictive analytics and personalization to enhance consumer engagement. AI-powered marketing utilizes... more

The rapid advancements in artificial intelligence (AI) have revolutionized the marketing landscape, enabling businesses to leverage predictive analytics and personalization to enhance consumer engagement. AI-powered marketing utilizes machine learning algorithms, natural language processing, and big data analytics to predict consumer behavior, preferences, and purchasing patterns with remarkable accuracy. This review paper explores the transformative role of AI in modern marketing, emphasizing predictive consumer behavior analysis and the creation of personalized campaigns. By analyzing historical data, AI-driven models can forecast trends, segment audiences dynamically, and optimize marketing strategies in real-time. Personalization, a cornerstone of AI-powered marketing, allows businesses to tailor content, recommendations, and advertisements based on individual user behavior. This targeted approach not only improves customer experience but also boosts conversion rates and brand loyalty. Additionally, AI facilitates automated decision-making in campaign management, ensuring efficiency and cost-effectiveness. Despite its numerous benefits, AI-driven marketing presents challenges, including ethical concerns regarding data privacy, algorithmic biases, and consumer trust. Addressing these challenges requires a balance between innovation and responsible AI deployment. Regulatory frameworks and ethical AI practices must be incorporated to safeguard consumer interests while maximizing the potential of AI in marketing. This paper provides a comprehensive review of AI applications in marketing, highlighting case studies, recent developments, and future directions. The findings indicate that AI-powered predictive analytics and personalized marketing strategies are reshaping consumer-brand interactions, offering businesses a competitive edge in an increasingly digital world. As AI technology continues to evolve, its role in marketing will become even more indispensable, necessitating continuous research to refine its applications and address emerging challenges.

2025, Service Marketing

This report covers key aspects of Service Marketing, including the unique characteristics of services, consumer behavior, and the role of employees in service quality. It highlights the GAPS Model and strategies for managing customer... more

This report covers key aspects of Service Marketing, including the unique characteristics of services, consumer behavior, and the role of employees in service quality. It highlights the GAPS Model and strategies for managing customer expectations and reducing risks to ensure high-quality service delivery.

2025

Artificial Intelligence (AI) has emerged as a transformative force in various industries, with social media being no exception. This paper provides a comprehensive review of how AI technologies are revolutionizing social media platforms.... more

Artificial Intelligence (AI) has emerged as a transformative force in various industries, with social media being no exception. This paper provides a comprehensive review of how AI technologies are revolutionizing social media platforms. It explores the role of AI in content creation, user engagement, sentiment analysis, personalized recommendations, content moderation, and ethical considerations. By analyzing current trends and future prospects, this paper aims to provide insights into the significant impact of AI on shaping the landscape of social media.

2025, ROBONOMICS: The Journal of the Automated Economy

This viewpoint explores the growing scarcity of human labor in hospitality and how automation, robotics, and AI (especially agentic) may redefine the nature of service. The paper argues that human workers could evolve into a luxury... more

This viewpoint explores the growing scarcity of human labor in hospitality and how automation, robotics, and AI (especially agentic) may redefine the nature of service. The paper argues that human workers could evolve into a luxury feature in an increasingly automated environment by drawing on examples from art, spirituality, and emerging workplace trends. Three potential hospitality models-technocentric, anthropocentric, and hybrid-are identified, each defined by the proportion of human labor versus agents, digital workers, synthetic or automated solutions. The findings highlight how, far from becoming obsolete, human labor may assume a premium status as personalization, authenticity, and empathy become highly sought-after commodities.

2025, Journal of Service Research

We explore the transformative impact of integrating generative artificial intelligence (GenAI) in the form of large language models (LLMs), large behavioral models (LBMs), and agentic AI into physical service robots and how these will... more

We explore the transformative impact of integrating generative artificial intelligence (GenAI) in the form of large language models (LLMs), large behavioral models (LBMs), and agentic AI into physical service robots and how these will transform physical service encounters. This conceptual article first shows that GenAI-powered service robots (also referred to as GenAI robots) will be able to autonomously deliver more complex, customized, and personalized customer service. Second, GenAI's increasing capacity for no-code programming is expected to democratize robot training, improvement, and fine-tuning by frontline employees, thus improving robot performance. Third, the implications of GenAI robots are outlined for frontline employees (i.e., their work and job scopes, and a new role as citizen developer), customers (i.e., improved customer experiences and service outcomes), and the service firm (i.e., a pathway to cost-effective service excellence, continuous improvement and agility, alleviation of labor shortage, and the introduction of new ethical, fairness, privacy, health, and safety risks into physical service encounters). This article is the first to explore the theoretical and practical implications of GenAI robots in physical service encounters and opens a new stream of service research.

2025, Zenodo.org

As artificial intelligence (AI) technologies become increasingly integrated into customer service operations, businesses are transforming how they interact with consumers. AI-powered tools such as chatbots, virtual assistants, and... more

As artificial intelligence (AI) technologies become increasingly integrated into customer service operations, businesses are transforming how they interact with consumers. AI-powered tools such as chatbots, virtual assistants, and automated response systems are enhancing efficiency, reducing operational costs, and offering 24/7 support. However, alongside these benefits, consumer perceptions of AI-driven service experiences remain complex and varied. This paper explores the growing role of AI in customer service, focusing on how consumers perceive, accept, and trust these technologies. Drawing from recent studies, industry practices, and user feedback, it examines key factors influencing perception, including personalization, transparency, response quality, and emotional intelligence. The analysis highlights both the opportunities and challenges of implementing AI in customer-facing roles and offers insights into how companies can design AI interactions that align with customer expectations. Understanding these perceptions is critical for fostering trust, improving satisfaction, and ensuring a seamless human-AI service experience. While many consumers appreciate the speed and convenience of AI-based interactions, others express concerns about the lack of human touch, limited empathy, and potential for miscommunication. The perception of AI competence and fairness often depends on how well systems understand user needs, adapt to natural language, and handle complex or emotionally sensitive situations. Trust in AI also hinges on transparency-customers want to know when they are speaking to a machine and how their data is being used. This paper also explores demographic and cultural variations in consumer responses to AI, revealing that younger generations and tech-savvy users are generally more receptive, while others may show resistance rooted in privacy concerns or previous negative experiences. By examining these nuanced perspectives, the study provides actionable recommendations for organizations aiming to improve AI integration in customer service. Ultimately, aligning AI systems with consumer expectations and ethical design principles will be key to unlocking their full potential in the service economy.

2025, Journal of Service Management

Purpose: Companies must understand consumer responses to AI-provided services to ensure their effectiveness. This is especially important for critical moments of truths, such as service recovery situations. In this article, we examine... more

Purpose: Companies must understand consumer responses to AI-provided services to ensure their effectiveness. This is especially important for critical moments of truths, such as service recovery situations. In this article, we examine consumer preferences for AI versus human service recovery depending on the recovery situation: (1) locus of failure (customer vs. company failure); (2) type of symbolic recovery (explanation vs. apology); and (3) type of utilitarian recovery (monetary vs. functional redress). Design/methodology/approach: Three experimental studies were conducted using video-based scenarios that simulated customer chat conversations in financial service and healthcare contexts. Findings: Results show that customers favor AI over human agents in cases of customer failures, while they prefer human agents in cases of company failures. Moreover, customers favor AI agents when given an explanation of the failure or monetary redress, whereas they prefer human agents when receiving an apology for the failure or functional redress. Differences in perceived trustworthiness of AI versus human agents, including their perceived competence, benevolence, and integrity, in these contexts are the underlying psychological process that explains our findings. Originality: This article reveals novel insights into the effectiveness of AI versus human service recovery as a function of service failure and strategy context. Our findings demonstrate the need to align the type of service recovery agent with the specific type of service failure and recovery strategy to maximize customer satisfaction and, in turn, loyalty.

2025, Kexue Tongbao/Chinese Science Bulletin

The review explores the transformative role of Artificial Intelligence (AI) in revolutionizing customer service within the hospitality and service industries, focusing on efficiency, engagement, and satisfaction. The increasing... more

The review explores the transformative role of Artificial Intelligence (AI) in revolutionizing customer service within the hospitality and service industries, focusing on efficiency, engagement, and satisfaction. The increasing integration of AI in customer service is driven by the need for enhanced operational efficiency and more personalized user experiences. However, significant challenges remain, including technological adaptation, customer expectations, and integration complexities. The objective of the review is to synthesize recent literature on AI's application in optimizing customer journeys and improving service delivery across various service sectors. The novelty of the review lies in its comprehensive analysis of AI technologies, such as sentiment analysis, chatbots, and AI-driven customer relationship management (CRM), to enhance customer trust, satisfaction, and loyalty. The study inclusion criteria focused on peer-reviewed articles, conference proceedings, dissertations, and industry reports from 2024, examining AI's impact on customer experience across various sectors. Studies needed to explore AI technologies like chatbots, sentiment analysis, and user experience design. Exclusion criteria ruled out non-peer-reviewed articles, opinion pieces, or studies that were not directly relevant. The selection process involved database searches, title and abstract screening, and full-text reviews, ensuring only studies aligned with the review's objectives were included. Data extraction followed a standardized form, ensuring accuracy and reliability. Data synthesis identified trends, with findings analyzed through thematic and comparative methods. The findings indicate that AI significantly enhances user experience by offering real-time responses, personalized services, and operational efficiencies, with AI tools playing a critical role in improving customer satisfaction and decision-making. Furthermore, AI-driven CRM and generative AI applications offer valuable insights into customer behavior, enabling businesses to proactively align their strategies with consumer needs. The review concludes that AI integration in customer service strengthens service delivery, reduces operational response times, and fosters deeper customer engagement, providing a competitive advantage for businesses. Implications suggest that businesses prioritize AI training, technological innovation, and customer feedback integration to enhance AI strategies.

2025

Fundamentos del marketing de servicios ilustra conceptos de servicios actuales y proporciona una clara introducción a los temas claves en este campo de estudio. Este libro muestra las relaciones entre las funciones de marketing,... more

Fundamentos del marketing de servicios ilustra conceptos de servicios actuales y proporciona una clara introducción a los temas claves en este campo de estudio. Este libro muestra las relaciones entre las funciones de marketing, operaciones, TI y recursos humanos en las empresas de servicios, y ubica los problemas de marketing dentro de un contexto de gestión general más amplio ofreciendo un total de 15 capítulos y 21 casos de estudio que permiten al lector analizar los diferentes escenarios y visualizar la puesta en práctica de los conceptos vistos desde la teoría en los capítulos previos de la obra. Además, incorpora las últimas ideas académicas y de gestión sobre automatización inteligente (AI), robots de servicios, Inteligencia Artificial, modelos de negocio de plataformas, economía compartida entre pares y excelencia en el servicio rentable, al mismo tiempo que ilustra conceptos de servicio de vanguardia.

2025, Vidyabharati International Interdisciplinary Research Journal

Artificial Intelligence (AI) in digital marketing has completely changed how companies connect and interact with their customers. This essay examines AI's prospects, difficulties, and emerging trends in this fast-paced industry.... more

Artificial Intelligence (AI) in digital marketing has completely changed how companies connect and interact with their customers. This essay examines AI's prospects, difficulties, and emerging trends in this fast-paced industry. Entrepreneurs can improve customer experiences, optimize marketing campaigns, and make datadriven choices by utilizing AI-powered solutions like automated customer support, tailored content production, and predictive analytics. But there are drawbacks to using AI in digital marketing as well, such as worries about data protection, the requirement for qualified workers, and the possibility of becoming overly dependent on automation. With developments in machine learning, natural language processing, and intelligent automation, artificial intelligence (AI) is set to continue influencing the direction of digital marketing. Successful entrepreneurs may obtain a competitive edge by utilizing AI, but they must also continue to be aware of the practical and ethical issues surrounding its use. This study seeks to shed light on how artificial intelligence is changing the field of digital marketing and what future developments entrepreneurs should anticipate.

2025

The aerospace technology sector is undergoing a rapid expansion, resulting in an escalating number of space launches to various orbital destinations, which carry several advantageous consequences. However, this surge in space activities... more

The aerospace technology sector is undergoing a rapid expansion, resulting in an escalating number of space launches to various orbital destinations, which carry several advantageous consequences. However, this surge in space activities has given rise to concerns regarding its potential environmental impacts, primarily centered around atmospheric pollution. The emissions stemming from rocket propulsion systems are contingent on the specific propellants employed for launch, but irrespective of this choice, the prominent pollutants released into the atmosphere include carbon dioxide (CO2), water vapor (H2O), black carbon (BC), and alumina. The environmental footprint of these emissions can be quantified in terms of their radioactive forcing effect or their contribution to ozone depletion.

2025, Journal of Business Research

This editorial begins with a comprehensive review of the literature on the unintended consequences of service robots, identifying six key themes in the field: (1) customers' emotional responses, (2) customer misbehavior, (3) employee... more

This editorial begins with a comprehensive review of the literature on the unintended consequences of service robots, identifying six key themes in the field: (1) customers' emotional responses, (2) customer misbehavior, (3) employee technostress, (4) privacy, ethics, and fairness concerns, (5) post-purchase behaviors and brand evaluations, and (6) negative aspects in business-to-business (B2B) contexts. We then relate the six articles featured in this special issue to these themes and detail the unique contributions of each. Finally, we outline gaps in the literature and suggest future research directions for each theme.

2025, DergiPark (Istanbul University)

Deneyimsel ürünlerin sunulduğu turizm sektöründe deneyimler turizm işletmelerinin farklılaşarak rekabet avantajı elde etmelerini sağlamaktadır. Ancak rekabetin yoğun olması sebebiyle farklılaşmak için kullanılan her araç gün geçtikçe... more

Deneyimsel ürünlerin sunulduğu turizm sektöründe deneyimler turizm işletmelerinin farklılaşarak rekabet avantajı elde etmelerini sağlamaktadır. Ancak rekabetin yoğun olması sebebiyle farklılaşmak için kullanılan her araç gün geçtikçe sıradanlaşmaktadır. Bu nedenle kendinden önce gelen metalar, mallar ve hizmetlerde olduğu gibi deneyimlerin de sıradanlaşmasını önlemek için turistlerin farklı deneyimler yaşayabilecekleri temalı oteller ortaya çıkmıştır. Temalı oteller çeşitli şekillerde oluşturulabilmekle birlikte var olan eski bir yapıya yeniden işlev kazandırılarak da oluşturulabilmektedir. Otele dönüştürülerek hizmet veren, iskelede demirlenmiş tekneler veya gemiler olarak tanımlanan boteller sonradan işlev kazandırılarak oluşturulan temalı otellere örnektir. Bu çalışmada teknede veya gemide konaklama temasıyla turistlere farklı deneyimler yaşatan; deneyime dayalı turistik ürün olarak nitelendirebileceğimiz botellerde konaklayan turistlerin elde ettikleri deneyimlerin belirlenmesi amaçlanmıştır. Bu amaçla Prag'da bulunan iki botel hakkında booking.com üzerinden yapılan turist yorumlarına içerik analizi uygulanmıştır. Sonuçlara göre turistlerin botel temasına bağlı olarak botelin manzarası, konumu ve tasarımından etkilendikleri ve temaya bağlı elde ettikleri deneyimleri olumlu bir şekilde değerlendirdikleri görülmüştür.

2025, Journal of Service Management

Purpose: The world is getting older but healthier, making the over-65s healthy aging the only age-based growth segment in developed countries. This article offers a new perspective on healthy aging consumers and examines how service firms... more

Purpose: The world is getting older but healthier, making the over-65s healthy aging the only age-based growth segment in developed countries. This article offers a new perspective on healthy aging consumers and examines how service firms can use smart technologies, such as intelligent automation (IA), artificial intelligence (AI), and service robots, to improve their customer experience (CX). Design/methodology/approach: This conceptual article draws insights from the literature on healthy aging in consumer behavior, psychology, and medicine, amongst others, and the literature in service management and marketing on technology.

2025, International Business & Economics Studies

This article examines the significant role of artificial intelligence (AI) in transforming marketing strategies, highlighting its ability to enhance decision-making and consumer engagement through the extraction of valuable insights from... more

This article examines the significant role of artificial intelligence (AI) in transforming marketing strategies, highlighting its ability to enhance decision-making and consumer engagement through the extraction of valuable insights from complex datasets, thereby reducing uncertainty and improving precision in marketing efforts. It discusses the shift from predictive to prescriptive analytics, enabling brands to implement optimal marketing actions based on real-time data. The article also notes the expansion of AI marketing into various industries beyond e-commerce, such as healthcare and manufacturing, showcasing its versatility. To address cost and resource barriers, businesses are encouraged to adopt AI incrementally, starting with simpler applications before progressing to more complex solutions. Furthermore, the importance of training and partnerships to bridge the skills gap in the workforce is emphasized, alongside the necessity for ethical considerations regarding algorithmic bias and data usage. Overall, the article provides a comprehensive overview of how AI is reshaping marketing practices while advocating for responsible deployment.

2025

A doctoral dissertation in service research will never been developed without interactions, co-creation and relationships with other people. In this respect I have many people to thank who, one way or another have helped me during my... more

A doctoral dissertation in service research will never been developed without interactions, co-creation and relationships with other people. In this respect I have many people to thank who, one way or another have helped me during my study. Fist of all I want to thank my main adviser, Professor Bo Edvardsson, not only for this enormous knowledge on different subjects within service research and thereby a source of inspiration, but also for his willingness to assist, and generosity to share. Dear Bosse, thank you for all your help and I hope that we will stay in touch for many years. I will also thank my co-adviser Professor Anders Gustafsson for valuable comments on both the survey questionnaire and feedback on the articles and the dissertation. Journal of the Academy of Marketing Science Normative/ Interpretative* 2006 1,33 * Have used different methodologies (triangulation) and may therefore be classified in two different paradigmatic homes.

2025

In a world where ChatGPT took us by storm, a far more powerful revolution is unfolding: AI Agents. This comprehensive guide on agentic AI offers a clear, jargon-free strategic roadmap to understanding and applying this technology.

2025, International Journal of Advanced Research (IJAR)

The incorporation of Artificial Intelligence (AI) in e-commerce has transformed customer experiences by enabling highly personalized interactions. This paper explores how AI-driven technologies, including machine learning, natural... more

The incorporation of Artificial Intelligence (AI) in e-commerce has transformed customer experiences by enabling highly personalized interactions. This paper explores how AI-driven technologies, including machine learning, natural language processing (NLP), and recommendation systems, enhance personalization in online retail. Through case studies and industry examples, we analyze how AI improves customer satisfaction, increases sales, and optimizes user engagement. Additionally, we discuss the challenges and ethical considerations associated with AI implementation in e-commerce, including AI-driven price discrimination, consent in data collection, and the environmental impact of AI computations.

2025, PROYECTO DE GRADO

El objetivo de la investigación es identificar que estrategias de marketing interno implementa en la sucursal Cosmocentro del Banco de Occidente de Santiago de Cali para la gestión del talento humano de los trabajadores, determinando... more

2025, AI Impact on Affiliate Marketing

This thesis explores the transformative impact of Artificial Intelligence (AI) on affiliate marketing within the U.S. health and wellness industry. It primarily investigates how advancements in AI—particularly in data analytics,... more

This thesis explores the transformative impact of Artificial Intelligence (AI) on
affiliate marketing within the U.S. health and wellness industry. It primarily
investigates how advancements in AI—particularly in data analytics, customer
interaction optimization (CIO), predictive modeling, and personalized content
generation—influence affiliate marketing strategies and customer experiences.
Employing a mixed-method approach, the study combines quantitative data from
surveys of 400 participants with qualitative insights from in-depth interviews to
provide a comprehensive analysis of AI’s strategic applications in marketing. The
research reveals that AI significantly enhances marketing strategies by improving
data analytics, which allows for precise customer targeting and optimized
campaign efficiency. The integration of AI-driven CIO is crucial in fostering
personalized customer interactions, enhancing engagement and satisfaction.
Meanwhile, predictive modeling has seen more cautious adoption, signaling a
potential area for future research. Furthermore, AI’s role in generating
personalized content has proven pivotal in increasing the relevance and
effectiveness of marketing communications, directly impacting customer
engagement metrics and satisfaction. The findings confirm that AI technologies
not only support the operational aspects of marketing but also strategically
improve customer interactions by proactively meeting customer needs. In
conclusion, the thesis asserts that AI is crucial in reshaping affiliate marketing
within the U.S health and wellness sector, enhancing customer experiences and
optimizing marketing efficiencies. These insights corroborate and extend existing
literature on the strategic applications of AI in marketing, indicating a significant
potential for AI to set new benchmarks in marketing practices. As AI technology
evolves, its integration into affiliate marketing strategies is expected to provide
increasingly sophisticated tools for boosting customer engagement and business success

2025, Journal of Service Research

Complexity surrounding the holistic nature of customer experience has made measuring customer perceptions of interactive service experiences challenging. At the same time, advances in technology and changes in methods for collecting... more

Complexity surrounding the holistic nature of customer experience has made measuring customer perceptions of interactive service experiences challenging. At the same time, advances in technology and changes in methods for collecting explicit customer feedback are generating increasing volumes of unstructured textual data, making it difficult for managers to analyze and interpret this information. Consequently, text mining, a method enabling automatic extraction of information from textual data, is gaining in popularity. However, this method has performed below expectations in terms of depth of analysis of customer experience feedback and accuracy. In this study, we advance linguistics-based text mining modeling to inform the process of developing an improved framework. The proposed framework incorporates important elements of customer experience, service methodologies, and theories such as cocreation processes, interactions, and context. This more holistic approach for analyzing fee...

2025, Electronic Markets

Technological advancements and evolving value orientations reshape future value creation and pose new requirements for service innovation. While a variety of disciplines are developing new approaches to drive service innovation, this is... more

Technological advancements and evolving value orientations reshape future value creation and pose new requirements for service innovation. While a variety of disciplines are developing new approaches to drive service innovation, this is primarily done in isolation and generates only fragmented solutions. Sociological theory has proposed "boundary objects" as an effective umbrella for communication and cooperation among communities. Therefore, we introduce continuous value shaping (CVS) as a boundary object describing service innovation approaches along five principles. We reflect on this concept through the different disciplinary lenses of researchers in service marketing, information systems, service engineering, sociology of work, and innovation management. These perspectives highlight how the CVS principles already connect to discourses within the individual disciplines. However, the CVS concept will not only provide an umbrella to embrace existing activities in different academic disciplines. It also assists to identify research themes that will benefit from uniting the power of these disciplines, and it can serve as an integrating framework to conceptualize complex service innovation approaches. Thus, the CVS concept should guide both researchers and practitioners to develop and implement novel innovation and transformation efforts-in and across organizations.

2025, International Journal for Multidisciplinary Research (IJFMR)

The healthcare industry is under increasing pressure to improve patient outcomes while managing rising operational costs. Healthcare professionals need consistent inputs, insights, recommendations, alerts, and data evidence to enhance the... more

The healthcare industry is under increasing pressure to improve patient outcomes while managing rising operational costs. Healthcare professionals need consistent inputs, insights, recommendations, alerts, and data evidence to enhance the quality of care, make clinical decisions, and reduce errors. A Clinical Decision Support System (CDSS) is an interactive software designed to assist healthcare providers in making clinical decisions. Artificial Intelligence (AI) has emerged as a promising tool to improve clinical decision-making, offering the potential to reduce costs, optimize workflows, and improve care delivery. AI technologies, such as machine learning, natural language processing, and predictive analytics, are increasingly being integrated into CDSS, enabling healthcare providers to make more accurate, timely, and evidence-based decisions. This paper explores how the implementation of AI in clinical decisionmaking affects operational costs and patient outcomes. It examines both the positive impacts and potential challenges of AI integration, focusing on its role in improving clinical efficiency, enhancing diagnostic accuracy, reducing errors, and ultimately transforming healthcare delivery.

2025

The purpose of the research study is to examine the impact of brand equity on purchase decision of dairy products in milk city Anand. There are four elements in the brand equity model which are brand awareness, perceived quality, brand... more

The purpose of the research study is to examine the impact of brand equity on purchase decision of dairy products in milk city Anand. There are four elements in the brand equity model which are brand awareness, perceived quality, brand association, and brand loyalty. A total of 200 dairy product consumer participated in this study. In order to test the hypotheses, correlation coefficient was applied to identify the relationship between brand equity elements and consumer purchase decision. The results suggest a remarkable relationship between brand equity and purchase decision. Hence brand equity is significantly associated with consumer purchase decision of dairy products.

2025

This study reported the impact of compatibility and perceived risk on the acceptance of Islamic banking products and services among customers in Nigeria. A total of 401 returned and useable questionnaires were used for the analysis. The... more

This study reported the impact of compatibility and perceived risk on the acceptance of Islamic banking products and services among customers in Nigeria. A total of 401 returned and useable questionnaires were used for the analysis. The use of PLS-SEM technique was employed in analyzing the data. The result suggests that compatibility plays an important role in the acceptance of the products and service provided by the Islamic bank in Nigeria. Compatibility explained 36% variance of the acceptance of Islamic banking products and services. Perceived risk was found to have a strong negative effect on the acceptance of the Islamic bank products and service with 28% variance of the adoption being explained. The overall model was found to have a moderate predictive power.

2025, 三田商学研究

この論文では, 合理的に失敗した企業の事例としてコダックに注目し, そしてそれ を回避した事例として富士フイルムを取り上げる。これら2つの企業の事例が単な る偶然ではないことを説明するために, 企業が合理的に失敗する可能性があることを取引コスト理論を用いて説明し, それ を回避するためにはダイナミック・ケイパビリティが必要であることを説明する 。さらに, この同じことが数学的にもいえることを明らかにするために, リョーダ... more

この論文では, 合理的に失敗した企業の事例としてコダックに注目し, そしてそれ を回避した事例として富士フイルムを取り上げる。これら2つの企業の事例が単な る偶然ではないことを説明するために, 企業が合理的に失敗する可能性があることを取引コスト理論を用いて説明し, それ を回避するためにはダイナミック・ケイパビリティが必要であることを説明する 。さらに, この同じことが数学的にもいえることを明らかにするために, リョーダ ン=ウィリアムソンの数理モデルにダイナミック・ケイパビリティの要素を導入し たモデルを提示する。 Notes 今口忠政教授退任記念号#論文 Genre Journal Article URL 698-20140200-0087 慶應義塾大学学術情報リポジトリ(KOARA)に掲載されているコンテンツの著作権は、それぞれの著作者、学会または出版社/発行者に帰属し、その 権利は著作権法によって保護されています。引用にあたっては、著作権法を遵守してご利用ください。 The copyrights of content available on the KeiO Associated Repository of Academic resources (KOARA) belong to the respective authors, academic societies, or publishers/issuers, and these rights are protected by the Japanese Copyright Act. When quoting the content, please follow the Japanese copyright act.

2025, International Journal for Multidisciplinary Research (IJFMR)

This paper presents a comprehensive review of the latest development in Generative AI and Big Data with application in Finance. 2025 is the year of Agentic AI, marking a pivotal shift in generative AI (Gen AI) and its integration with big... more

This paper presents a comprehensive review of the latest development in Generative AI and Big Data with application in Finance. 2025 is the year of Agentic AI, marking a pivotal shift in generative AI (Gen AI) and its integration with big data. This paper explores the synergies between Gen AI and big data, particularly in financial risk management, proposing strategies for deeper integration. By citing the latest white papers and focusing on developments over the past two years, we expand the scope of research in this transformative domain. Recent advancements in Gen AI, such as GPT-4, VAE-GANs, and explainable AI architectures, demonstrate significant improvements, including 25-40% gains in workflow efficiency and 18-30% reductions in error margins for financial and enterprise systems (based on current literature). We segment these developments to identify potential applications in market and credit risk, while addressing challenges such as the lack of universal Python full-stack architectures. To bridge this gap, we propose recommendations for seamless communication between Gen AI and big data systems, enabling scalable solutions and actionable insights. This paper underscores the role of Gen AI in transforming big data into operational excellence, setting the stage for future innovations in financial and enterprise analytics.

2025, Industrial Marketing Management

We study whether marketing can have a new role, one that is better aligned with the sales force, by adapting content marketing (CM) in B2B professional services organizations. CM activities can be in-person events such as conferences,... more

We study whether marketing can have a new role, one that is better aligned with the sales force, by adapting content marketing (CM) in B2B professional services organizations. CM activities can be in-person events such as conferences, which involve personal contacts with clients, or digital, such as webinars (i.e., digital events) or posting firm-generated content on branded websites (i.e., digital content). Fitting random-effects negative binomial regression models with four years of panel data from a large, international, consulting service provider, we show that the number of sales leads and won opportunities from its key accounts are positively affected by the frequency of an account's employees attending digital events and consuming digital content, but not inperson events. Moreover, we find that CM affects sales leads for both low-and high-level account employees. These findings suggest that CM can be effective in bringing sales leads and won opportunities to B2B professional service providers and can play a complementary role to the existing sales force.

2025

Introduction: Timely patient discharge is essential for operational efficiency and patient satisfaction in healthcare settings. This study addresses the significant delays in discharges at Manipal Hebbal Hospital, particularly those... more

Introduction: Timely patient discharge is essential for operational efficiency and patient satisfaction in healthcare settings. This study addresses the significant delays in discharges at Manipal Hebbal Hospital, particularly those occurring after 2 PM, which have raised concerns regarding resource management and patient care quality. Methods: A prospective observational design was employed to collect data over one month, documenting a total of 756 discharges, with 224 (29.6%) classified as delayed. The study analyzed the reasons for these delays through a combination of quantitative data collection and qualitative interviews with staff. Results: The analysis revealed that significant delays were primarily due to patient requests, medical monitoring, late rounds, and administrative bottlenecks. Internal Medicine and Urology departments exhibited the highest rates of delays, with insurance-related issues significantly impacting discharge efficiency. Discussion: The findings highlight the need for targeted interventions to optimize the discharge process. Recommendations were developed using Six Sigma and Lean methodologies, focusing on improving controllable factors and enhancing interdepartmental coordination. Conclusion: Addressing discharge delays is critical for aligning with NABH standards, improving patient satisfaction, and enhancing operational workflows. Continuous evaluation and adaptation of discharge strategies are essential for fostering a patient-centered healthcare environment.

2025

With the advancement of digitalisation and sustainability practices across industries and related verticals, a new ideology in the name of Corporate Digital Responsibility (CDR) is emerging. Its inherent existence with aspects related to... more

With the advancement of digitalisation and sustainability practices across industries and related verticals, a new ideology in the name of Corporate Digital Responsibility (CDR) is emerging. Its inherent existence with aspects related to humanity and nature has triggered scholars to enrich its pace of emergence so that a more ethical, accepting and reliable version of gig economy can be prospered. Keeping all those discussions at the center this article explores and argues about the path we are going with and by examining the existing frameworks in the field, posits how organizations can be perceived socially economically and environmentally responsible. The article also traces the uncontrolled and unintended ramifications of the discussions about the CDR in a broader perspective. The article can be a guiding source for Scholars in extending the related research and to organizations, for more stakeholder centric policy making.

2025

Artificial Intelligence (AI) has seen transformative advancements over the last decade, dramatically altering industries ranging from healthcare to finance. Despite its enormous potential, AI systems currently face significant limitations... more

Artificial Intelligence (AI) has seen transformative advancements over the last decade, dramatically altering industries ranging from healthcare to finance. Despite its enormous potential, AI systems currently face significant limitations in terms of generalization, ethical considerations, and technological constraints. This paper explores the inherent limitations of AI systems, followed by a detailed analysis of the possible future roles AI may assume in various sectors. While AI is far from fully autonomous, its future applications will likely evolve with advances in machine learning, cognitive computing, and human-AI interaction. The paper explores the multifaceted dimensions of Artificial Intelligence (AI), encompassing its current functions, inherent limitations, and prospective roles in the future. The current applications are mentioned. As AI continues to permeate various sectors, understanding its capabilities and constraints becomes imperative for harnessing its full potential responsibly.

2025, International Journal For Multidisciplinary Research

This paper explores the ethical implications of AI-driven decision-making in cloud-based services, highlighting key concerns such as algorithmic bias, data privacy, accountability, and transparency. As AI systems become increasingly... more

This paper explores the ethical implications of AI-driven decision-making in cloud-based services, highlighting key concerns such as algorithmic bias, data privacy, accountability, and transparency. As AI systems become increasingly embedded in cloud infrastructures, they raise significant ethical challenges that must be addressed to ensure responsible and fair deployment. The paper examines emerging trends, including explainable AI (XAI), automated fairness tools, and the importance of data governance, which offer solutions to mitigate these challenges. However, it also identifies ongoing issues such as bias in AI models, inadequate data privacy protection, cybersecurity vulnerabilities, and the lack of a consistent global regulatory framework. A survey of industry stakeholders reveals that data privacy and algorithmic bias are perceived as the most pressing challenges. The paper also discusses strategies to overcome these issues, such as fostering collaboration across stakeholders, investing in continuous monitoring, and developing global ethical standards for AI systems. Ultimately, the paper calls for a multi-faceted approach combining innovation, regulation, and accountability to ensure that AI-driven decision-making in cloud-based services is ethical, transparent, and beneficial for all stakeholders.

2025

La enseñanza de las matemáticas es y ha sido siempre un desafío para los docentes; lo anterior podría deberse al estilo tradicional de enseñanza. En la actualidad se han desarrollado técnicas de enseñanza que responden a una mirada más... more

La enseñanza de las matemáticas es y ha sido siempre un desafío para los docentes; lo anterior podría deberse al estilo tradicional de enseñanza. En la actualidad se han desarrollado técnicas de enseñanza que responden a una mirada más integral de los estudiantes, en donde aspectos cotidianos y básicos del entorno de ellos son lo esencial. El objetivo de esta comunicación es presentar de manera breve las dificultades de la enseñanza de las matemáticas y describir dos metodologías de enseñanza innovadoras: Ingeniería Didáctica y Estudio de casos. Además, presentaremos nuestra experiencia al poner en práctica estas técnicas, ofreciendo nuestras reflexiones del ejercicio. Las principales conclusiones de este estudio son que es necesario sustituir los métodos tradicionales de enseñanzas por aquellos en donde la vida cotidiana y el entorno de los estudiantes sean las principales herramientas para diseñar la metodología a utilizar, sin olvidar el rol de docente, que debe preocuparse const...

2024, General Information Programme and UNISIST : United Nations Educational, Scientific and Cultural Organization eBooks

Arguing that marketing is a management philosophy that has profoundly transformed the business world and could potentially modify the appearance and delivery of information services, this report describes in broad terms the ways in which... more

Arguing that marketing is a management philosophy that has profoundly transformed the business world and could potentially modify the appearance and delivery of information services, this report describes in broad terms the ways in which the marketing approach may be included as a component in the education oi information professionals. The major part of the report is devoted to discussions of the six modules into which the proposed course cf study is divided: (1) the marketing approach as a management tool in the context of information services; (2) marketing and behavior patterns in the information field; (3) marketing research; (4) the marketing mix--supply; (5) The marketing mixcommunication strategies; and (6) marketing strategy and planning. Discussion covers the possible content of such training and the training objectives corresponding to each module. Also provided are examples relevant to the situation of information specialists, a number of exercises to accompany the course, and suggested readings for tutors and students who wish to continue their training independently. Inservice training is geared toward professionals already in the workforce. The modules are presented in the order most conducive to the gradual acquisition of a basic knowledge of marketing, moving from general concepts to an explanation of specific concepts; however, teachers may alter this sequence as appropriate. (SD) * Reproductions supplied by EDRS are the best that can be made * * from the original document. * , U.S. DEPARTMENT Of EDUCATION Dolce ar Educator* Resserch end keroverrent EDUCATIONAL RESOURCES INFORMATION CENTER IERICI itth4 document See been reproduced se moved Porn me person or argsrumeon onginstwe s 0 Moor changes Imve Omen made o improve reproducson Quo* Correspondence Eaould be sent to the General Information Programme Division,

2024

O objetivo deste artigo e analisar os construtos (conceituais e operacionais) pertinentes aos fenomenos imperfeitamente imitaveis (contexto historico, ambiguidade causal e complexidade social) como meios capazes de conduzir uma... more

O objetivo deste artigo e analisar os construtos (conceituais e operacionais) pertinentes aos fenomenos imperfeitamente imitaveis (contexto historico, ambiguidade causal e complexidade social) como meios capazes de conduzir uma organizacao a vantagem competitiva sustentavel. Para alcancar esse proposito, foi realizada uma pesquisa bibliografica, na modalidade de revisao integrativa a partir da analise de artigos cientificos. Assim, o contexto historico e um fenomeno que leva a vantagem competitiva quando a aquisicao de recursos de uma organizacao depende da sua historia, dos processos que foram vivenciados ao longo dos anos quando atrelada ao pioneirismo e/ou a dependencia de caminho. Ja a complexidade social se constitui por relacoes que os diferentes individuos possuem dentro de uma organizacao. No que tange a ambiguidade causal e uma condicao de incerteza quanto as tomadas de decisoes perante os fatores comportamentais da organizacao e o seu desempenho.

2024, JNRID

Artificial intelligence (AI) is becoming a more significant factor in shaping digital marketing today. It is one of the most intriguing technological breakthroughs in advertising today. AI technologies are reinventing many aspects of... more

Artificial intelligence (AI) is becoming a more significant factor in shaping digital marketing today. It is one of the most intriguing technological breakthroughs in advertising today. AI technologies are reinventing many aspects of marketing strategies and methods, which is changing the entire landscape of digital marketing. With the help of AI, marketers can provide their target audience with incredibly tailored experiences. More precise audience segmentation and personalized content and suggestions across a variety of channels, including social media, email, and websites, are possible with AI algorithms. This study of the literature analyses how artificial intelligence (AI) is changing the field of digital marketing by combining information from academic journals, research studies, and industry publications. Based on the findings, marketers now use large data sets to get deeper insights into their customers and more precise segmentation because of artificial intelligence. AI also creates better consumer experiences by personalizing interactions and content through chatbots and recommendation engines.

2024, Industrial Management & Data Systems

Purpose – The launch of ChatGPT has brought the large language model (LLM)-based generative artificial intelligence (GAI) into the spotlight, triggering the interests of various stakeholders to seize the possible opportunities implicated... more

2024, Marketing Intelligence & Planning

Purpose – The purpose of this study is to investigate the factors that influence customers’ green consumption intention by integrating social cognitive theory (SCT) and the cognitive affective conative (CAC) framework.... more

2024, Pakistan Journal of Life and Social Sciences

With the involvement of artificial intelligence (AI) becoming increasingly important in digital marketing, brands are leveraging AI-driven consumer insights to perfect targeted marketing and enhance customer retention strategies. Using... more

With the involvement of artificial intelligence (AI) becoming increasingly important in digital marketing, brands are leveraging AI-driven consumer insights to perfect targeted marketing and enhance customer retention strategies. Using earlier case studies from the F&B industries, this study explores how the application of AI in data mining, machine learning algorithms, and real-time analytics allows brands to understand customer preferences, predict purchasing behavior, and personalize engagement. This research, which examines data from 450 marketing professionals, finds that AI-driven insights deliver dramatically more accurate targeting, lower churn rates, and higher customer lifetime value (CLV). The findings highlight the necessity of adopting AI-based analytics as a strategic tool to build customer loyalty and achieve sustainable brand growth. This paper offers actionable recommendations for brands seeking to leverage AI for a competitive edge in the digital world.

2024, The Role of Big Data Analytics in Personalized Marketing: Enhancing Consumer Engagement and Business Outcomes

Abstract Big Data Analytics has changed the marketing environment significantly, particularly with regards to personalized marketing. This study explores how Big Data transforms the ability of businesses to improve engagement with... more

Abstract Big Data Analytics has changed the marketing environment significantly, particularly with regards to personalized marketing. This study explores how Big Data transforms the ability of businesses to improve engagement with consumers and achieve better business outcomes. The study focuses on essential Big Data methods, such as data mining, predictive analytics, and customer segmentation, that permit companies to target their marketing initiatives to match individual consumer preferences immediately. In addition, it studies the effects of personalization on consumer behavior, assessing data points such as conversion rates, how customers retain their loyalty, and their levels of satisfaction. The paper shows, by examining current literature and case studies in detail, how personalized marketing strategies optimized by Big Data can create observable advantages for businesses within various industries. This methodology aims to collect and evaluate actual data, following ethical criteria while paying attention to consumer privacy factors. The study results indicate a major relationship between the effective use of Big Data and enhanced marketing achievements, including higher rates of engagement and superior customer experiences. The paper delivers practical recommendations for firms wanting to utilize Big Data Analytics to advance personalized marketing efforts, while confronting complications like data privacy and the challenges of integration.