Volume 19, Number 1, June 2024
| Impact of AI in Customer Long Term Engagement and Brand Loyalty- Empirical Evidence |
Abstract
AI enhances customer engagement and brand loyalty by delivering tailored, efficient, and smooth interactions. Through the power of AI, brands are empowered to provide personalized, efficient, and timely experiences to customers, fostering lasting engagement and loyalty. By leveraging AI technologies effectively, companies can cultivate strong and enduring relationships with their customers, leading to heightened retention and advocacy. The study utilizes a comprehensive research approach, incorporating both qualitative and quantitative data collection analysis. Participants from diverse industries are chosen and data is gathered through surveys, interviews, and observations. The survey includes inquiries concerning customer engagement, brand loyalty, and perceptions of AI. Consumers perceive companies utilizing AI technologies as more innovative, efficient, and responsive to their needs. Moreover, AI's ability to provide personalized and customized experiences enhances customer satisfaction and increases their intention to remain loyal to the brand. The study also reveals that the level of trust in AI technologies plays a crucial role in its impact on customer loyalty. The findings provide empirical evidence on the significant effect of AI on consumer long-term engagement and brand loyalty. Businesses can leverage these insights to design effective AI-based strategies that enhance customer experiences and foster brand loyalty. Additionally, the work points out the significance of building customer trust in AI technologies, emphasizing the need for transparent and ethical AI practices. The findings shows that recommendation systems do have an impact over long term customer engagement, whereas perceived personalization doesn't have an impact over long term customer engagement. Predictive personalization and personalized algorithms, AI based brand loyalty programs, product innovation, self learning, AI-based service quality and customer engagement have a significant impact over brand loyalty.
Keywords: Artificial Intelligence, Customer Engagement, Brand Loyalty, Long Term Customer Engagement, SPSS
JEL Classification: M15、O25、O33