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Reshaping the contexts of online customer engagement behavior via artificial intelligence: a conceptual framework

Perez Vega, R., Kaartemo, V., Lages, C. R., Borghei Razavi, N. and Männistö, J. (2020) Reshaping the contexts of online customer engagement behavior via artificial intelligence: a conceptual framework. Journal of Business Research. ISSN 0148-2963 (In Press)

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Abstract/Summary

As new applications of artificial intelligence continue to emerge, there is an increasing interest to explore how this type of technology can improve automated service interactions between the firm and its customers. This paper aims to develop a conceptual framework that details how firms and customers can enhance the outcomes of firm-solicited and firm-unsolicited online customer engagement behaviors through the use of information processing systems enabled by artificial intelligence. By building on the metaphor of artificial intelligence systems as organisms and taking a Stimulus-Organism-Response theory perspective, this paper identifies different types of firm-solicited and firm-unsolicited online customer engagement behaviors that act as stimuli for artificial intelligence organisms to process customer-related information resulting in both artificial intelligence and human responses which, in turn, shape the contexts of future online customer engagement behaviors.

Item Type:Article
Refereed:Yes
Divisions:Henley Business School > Marketing and Reputation
ID Code:93768
Publisher:Elsevier

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