Artificial Intelligence Marketing to Strengthen Customer Relationships: A Case Study of Digikala Company

AI, as a cutting-edge technology of the digital era, has affected various industries, including marketing. In light of this technology, companies can interact with customers more effectively and personally by incorporating big data and advanced analytics. Furthermore, this study aimed to evaluate the effectiveness of AI marketing in strengthening customer relationships. The statistical population of this study consists of Digikala customers, selected through random sampling. Kolmogorov-Smirnov test and SPSS were used to evaluate the data distribution. According to the findings, the Cronbach's alpha coefficient, convergent validity, composite reliability, and discriminant validity of all variables were desirable. Additionally, the model's predictive power for these variables was strong, as evidenced by the R-squared value and the predictive quality indicator, both of which were found to be desirable. Based on the findings, AI marketing has a significant effect on service quality, customer satisfaction, and customer value, with effect sizes of ۰.۵۵۵, ۰.۶۶۰, and ۰.۴۴۰, respectively.

کلیدواژه ها:

AI Marketing ، Service Quality ، Customer Satisfaction ، Customer Value