Journal
JOURNAL OF BUSINESS RESEARCH
Volume 129, Issue -, Pages 902-910Publisher
ELSEVIER SCIENCE INC
DOI: 10.1016/j.jbusres.2020.11.002
Keywords
Artificial intelligence; Online customer engagement behaviors; Stimulus-organism-response; Information processing systems
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Funding
- Academy of Finland [315604]
- Academy of Finland (AKA) [315604, 315604] Funding Source: Academy of Finland (AKA)
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This paper discusses the applications of artificial intelligence in improving interactions between firms and customers online. By utilizing information processing systems and the Stimulus-Organism-Response theory, it details how firms and customers can enhance the outcomes of online engagement behaviors through artificial intelligence technology.
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.
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