Artificial Intelligence Marketing (AIM) for Enhancing Customer Relationships
Based on the literature, we present an artificial intelligence marketing (AIM) framework that enables autonomous machines to receive big data and information, use artificial intelligence (AI) to create knowledge, and then disseminate and apply the knowledge to enhance customer relationships in a kno...
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doaj-dcd504f41a8c422498456c67927091d92021-09-25T23:40:51ZengMDPI AGApplied Sciences2076-34172021-09-01118562856210.3390/app11188562Artificial Intelligence Marketing (AIM) for Enhancing Customer RelationshipsKok-Lim Alvin Yau0Norizan Mat Saad1Yung-Wey Chong2Department of Computing and Information Systems, School of Engineering and Technology, Sunway University, Petaling Jaya 47500, Selangor, MalaysiaPutra Business School, Putra Malaysia University, Seri Kembangan 43400, Selangor, MalaysiaNational Advanced IPv6 Centre, Universiti Sains Malaysia, Gelugor 11800, Penang, MalaysiaBased on the literature, we present an artificial intelligence marketing (AIM) framework that enables autonomous machines to receive big data and information, use artificial intelligence (AI) to create knowledge, and then disseminate and apply the knowledge to enhance customer relationships in a knowledge-based environment. To develop the AIM framework, we bring together and curate a wide range of relevant literatures including real-life examples and cases, and then understand how these literatures contribute to the framework in this research topic. We explain the AIM framework from the interdisciplinary perspective, which is an important role of both the artificial intelligence and marketing academia. The AIM framework includes three main components, including the pre-processor, the main processor, and the memory storage. The main processor, which is the key component, uses AI to process structured data processed by pre-processor in order to make real-time decisions and reasonings. The AI approach is characterized by its hypothetical abilities, learning paradigms, and operation modes with human. The strategic use of the developed AIM framework based on the literature to enhance customer relationships, including customer trust, satisfaction, commitment, engagement, and loyalty, is presented. Finally, future potential investigations are presented to drive forward this interdisciplinary research topic.https://www.mdpi.com/2076-3417/11/18/8562artificial intelligence marketingartificial intelligencemarketingcustomer relationshipconsumer trustcustomer satisfaction |
collection |
DOAJ |
language |
English |
format |
Article |
sources |
DOAJ |
author |
Kok-Lim Alvin Yau Norizan Mat Saad Yung-Wey Chong |
spellingShingle |
Kok-Lim Alvin Yau Norizan Mat Saad Yung-Wey Chong Artificial Intelligence Marketing (AIM) for Enhancing Customer Relationships Applied Sciences artificial intelligence marketing artificial intelligence marketing customer relationship consumer trust customer satisfaction |
author_facet |
Kok-Lim Alvin Yau Norizan Mat Saad Yung-Wey Chong |
author_sort |
Kok-Lim Alvin Yau |
title |
Artificial Intelligence Marketing (AIM) for Enhancing Customer Relationships |
title_short |
Artificial Intelligence Marketing (AIM) for Enhancing Customer Relationships |
title_full |
Artificial Intelligence Marketing (AIM) for Enhancing Customer Relationships |
title_fullStr |
Artificial Intelligence Marketing (AIM) for Enhancing Customer Relationships |
title_full_unstemmed |
Artificial Intelligence Marketing (AIM) for Enhancing Customer Relationships |
title_sort |
artificial intelligence marketing (aim) for enhancing customer relationships |
publisher |
MDPI AG |
series |
Applied Sciences |
issn |
2076-3417 |
publishDate |
2021-09-01 |
description |
Based on the literature, we present an artificial intelligence marketing (AIM) framework that enables autonomous machines to receive big data and information, use artificial intelligence (AI) to create knowledge, and then disseminate and apply the knowledge to enhance customer relationships in a knowledge-based environment. To develop the AIM framework, we bring together and curate a wide range of relevant literatures including real-life examples and cases, and then understand how these literatures contribute to the framework in this research topic. We explain the AIM framework from the interdisciplinary perspective, which is an important role of both the artificial intelligence and marketing academia. The AIM framework includes three main components, including the pre-processor, the main processor, and the memory storage. The main processor, which is the key component, uses AI to process structured data processed by pre-processor in order to make real-time decisions and reasonings. The AI approach is characterized by its hypothetical abilities, learning paradigms, and operation modes with human. The strategic use of the developed AIM framework based on the literature to enhance customer relationships, including customer trust, satisfaction, commitment, engagement, and loyalty, is presented. Finally, future potential investigations are presented to drive forward this interdisciplinary research topic. |
topic |
artificial intelligence marketing artificial intelligence marketing customer relationship consumer trust customer satisfaction |
url |
https://www.mdpi.com/2076-3417/11/18/8562 |
work_keys_str_mv |
AT koklimalvinyau artificialintelligencemarketingaimforenhancingcustomerrelationships AT norizanmatsaad artificialintelligencemarketingaimforenhancingcustomerrelationships AT yungweychong artificialintelligencemarketingaimforenhancingcustomerrelationships |
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