The Impact of Digital Assistants on Customer Satisfaction: Artificial Intelligence Applications Turkiye Case

Yıl 2023, Cilt: 4 Sayı: 2, 225 - 248, 31.12.2023

Maryam Mohammadabbasi , Anıl Değermen

https://doi.org/10.62001/gsijses.1371527

Öz

Digital assistants are sophisticated AI-based technologies. Although businesses have begun to integrate this technology into their operations with the expectation of increasing their efficiency, there are few empirical studies on the impact of digital assistants on customer satisfaction. In this context, the aim of the study is to determine the effects of digital assistants on customer satisfaction in Istanbul, Ankara and Izmir. This study used the AMOS program to evaluate 454 questionnaire responses taken from digital assistant consumers. The research findings determined that this model significantly explains customer satisfaction with digital assistants. This research provides recommendations that allow businesses to prioritize management and marketing tasks. These priorities define areas that are of high importance for customer satisfaction.

Anahtar Kelimeler

Artificial Intelligence, Digital Assistant, Marketing, Customer Satisfaction

Dijital Asistanların Müşteri Memnuniyeti Üzerindeki Etkisi: Yapay Zekâ Uygulamaları Türkiye Örneği1

Öz

Dijital asistanlar, gelişmiş yapay zekâ tabanlı teknolojilerdir. İşletmeler, verimliliklerini artırma beklentisiyle bu teknolojiyi operasyonlarına entegre etmeye başlamışlarsa da dijital asistanların müşteri memnuniyetine etkisine yönelik çok az ampirik çalışma bulunmaktadır. Bu bağlamda çalışmanın amacı, İstanbul, Ankara ve İzmir'de kullanılan dijital asistanların müşteri memnuniyeti üzerindeki etkilerini tespit etmektir. Bu çalışmada dijital asistan kullanıcısı tüketicilerden alınan 454 anket yanıtını analiz etmek için AMOS programı kullanılmıştır. Çalışma sonuçları, modelin dijital asistanların müşteri memnuniyeti üzerinde etkili olduğunu ortaya koymaktadır. Bu araştırma, işletmelerin yönetim ve pazarlama görevlerine öncelik vermelerine olanak tanıyan öneriler sunmaktadır. Bu öncelikler, müşteri memnuniyeti için yüksek öneme sahip olan alanları tanımlamaktadır.

Anahtar Kelimeler

Yapay Zekâ, Dijital Asistan, Pazarlama, Müşteri Memnuniyeti

Destekleyen Kurum

İstanbul Üniversitesi Bilimsel Arastırma Projeleri Birimi ve İstanbul Üniversitesi İstatistik Uygulama ve Araştırma Merkezi

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