مدیریت بازاریابی هوشمند

مدیریت بازاریابی هوشمند

تاثیر فعالیت‌های بازاریابی چت‌بات بر رابطه مشتری با برند (مورد مطالعه: مشتریان چت‌بات سایت فروشگاهی ایرانی24)

نوع مقاله : استخراج از پایان نامه کارشناسی ارشد

نویسندگان
1 گروه مدیریت، دانشگاه خاتم، تهران، ایران.
2 گروه مدیریت، دانشکده مدیریت و علوم مالی، دانشگاه خاتم، تهران، ایران.
3 گروه مدیریت دانشکده مدیریت دانشگاه خاتم، تهران، ایران.
چکیده
سرمایه‌گذاری در بازاریابی چت‌بات مبتنی بر هوش مصنوعی می‌تواند به طور قابل‌توجهی به بهبود کیفیت روابط مشتری و تقویت برند کمک نماید. چت‌بات‌هایی که قادر به درک دقیق نیازهای مشتریان، ارائه پاسخ‌های شخصی‌سازی شده و ایجاد تعاملات هستند، می‌توانند به افزایش رضایت مشتری، وفاداری به برند و کاهش هزینه‌های خدمات مشتری منجر شوند. هدف اصلی پژوهش حاضر تعیین تاثیر فعالیت‌های بازاریابی مبتنی بر چت‌بات بر روابط مشتری با برند بوده است. بر این اساس، پارادایم ناظر بر پژوهش اثبات‌گرایی، رویکرد آن از نوع کمی و استراتژی پژوهش توصیفی-پیمایشی بوده است. ابزار گردآوری داده‌ها نیز در وهله اول مطالعات کتابخانه‌ای بر اساس جستجو در پایگاه‌های علمی معتبر و سپس پرسشنامه (به منظور جمع-آوری داه‌های میدانی) بوده است. جامعه آماری پژوهش متشکل از کارمندان بانک دی بوده که تجربه کاربرد چت‌بات فروشگاهی ایرانی 24 را داشته‌اند. همچنین تعداد نمونه 513 و روش نمونه‌گیری تصادفی ساده در نظر گرفته شد. تحلیل داده‌های توصیفی و پیش‌پردازش داده‌ها با کاربرد نرم‌افزار اس پی اس اس نسخه 27 و تجزیه و تحلیل فرضیات نیز با کاربرد تکنیک مدل‌سازی معادلات ساختاری و نرم‌افزار ایموس نسخه 26 صورت گرفته است. نتایج نشان می‌دهد که فعالیت‌های بازاریابی چت‌بات‌ بر دقت، اعتبار و شایستگی ادراک شده مشتری از چت‌بات تاثیر دارد. همچنین کیفیت تعاملات چت‌بات ( دقت، اعتبار، شایستگی) بر رضایت مشتری تاثرگذار هستند. همچنین دقت و رضایت بر رابطه مشتری با برند تاثیر مثبت دارند. بینش‌های ارائه شده در این پژوهش راهنمایی جهت توسعه استراتژی‌های اثربخش بازاریابی و ساخت روابط مشتری با برند خواهد بود.
کلیدواژه‌ها

موضوعات


عنوان مقاله English

The Impact of Chatbot Marketing Efforts on Customer Brand Relationship: (A Case Study of Iranian 24 Store’s Chatbot Users)

نویسندگان English

Arefeh Attari 1
Sona Bairamzadeh 2
Seyyed Reza Jalalzadeh 3
1 Department of Management, Khatam University, Tehran, Iran.
2 Department of Management, Faculty of Management and Financial Sciences, Khatam University, Tehran, Iran.
3 Department of Management, Faculty of Management, Khatam University, Tehran, Iran.
چکیده English

Investing in AI-based chatbot marketing can significantly enhance the quality of customer relationships and strengthen the brand. Chatbots that accurately understand customer needs, provide personalized responses, and facilitate interactions can lead to increased customer satisfaction, brand loyalty, and reduced customer service costs. The main goal of this research was to determine the impact of chatbot marketing efforts on customer-brand relationships. Accordingly, the research adopted a positivist paradigm, with a quantitative approach and a descriptive-survey research strategy. The data collection tools initially involved library studies based on searches in reputable scientific databases, followed by a questionnaire for collecting field data. The statistical population of the research consisted of employees from Bank Day who had experience using the chatbot of the Iranian 24 store. The sample size was 513, and a simple random sampling method was applied. Descriptive data analysis and data preprocessing were conducted using SPSS version 27, while hypothesis testing was performed using structural equation modeling (SEM) and AMOS version 26 software. The results show that chatbot marketing efforts impact customers' perceived accuracy, credibility, and competence of the chatbot. Additionally, the quality of chatbot communications (accuracy, credibility, and competence) positively affects customer satisfaction. Furthermore, accuracy and satisfaction positively influence the customer brand relationship. The insights provided in this research will serve as a guide for the development of effective marketing strategies and the establishment of strong customer-brand relationships.

کلیدواژه‌ها English

accuracy
Chatbot marketing efforts
competence
credibility
customer brand relationship
satisfaction
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دوره 6، شماره 2 - شماره پیاپی 28
تابستان 1404
صفحه 115-137

  • تاریخ دریافت 01 آذر 1403
  • تاریخ بازنگری 06 اسفند 1403
  • تاریخ پذیرش 27 اسفند 1403