A BEHAVIOURAL STUDY ON THE IMPACT OF ARTIFICIAL INTELLIGENCE ON CUSTOMER SERVICES RETENTION IN TELECOM INDUSTRY
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Abstract
Customer services are always found special for the companies to improve their business perspectives and earlier management can’t reach to the customer in that way. Now through Artificial Intelligence, they can reach out to the customer’s perception what in turn improved the organizational efficiency but the major gap was found in, was majority of users gets frustrated with it. Although with AI some experiences are pleasant and unforgettable as used by hotels and airlines but AI allows only limited amount of customized communication hence its results into service dissatisfaction, hence their performance may have negative influences on them. Hence, the present study aims to find the impact of AI on the customer services retention in telecom industry.
The data was collected from 400 mobile phone users to assess the impact of AI on their commitment (retention) with the telecom company. PLS-SEM, through SMART PLS software, has been done to assess the theoretical model of the study and the results were analyzed in this chapter. The results of the structural model have shown that both experiences of hedonic and recognition has a significant impact on customer commitment. Thus, we can say that AI-enable services of telecom brands should increase the customer experience in terms of hedonic and recognition to retain their customers. The findings have some important practical implications for marketing managers in the telecom industry.
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