Impact Of Artificial Intelligence Marketing On Customer Satisfaction With Electronic Products In Hai Phong City

Abstract

In the context of a developing economy, it is evident that the 4.0 Industrial Revolution, characterized by AI, big data, and IoT, has a substantial impact on the global economy and the operational strategies of economic stakeholders. Furthermore, there exists intense competition among businesses, all striving to secure a significant market share. As a result, it is imperative to adapt to the prevailing trend, which emphasizes the essential integration of AI, specifically Artificial Intelligence Marketing (AIM), to enhance customer satisfaction. AIM, in particular, plays a crucial role in shaping customers' contentment with electronic products in Hai Phong City. Consequently, this research aims to explore and discuss the marketing implications of AI as a commercial service and its influence on electronic products. This study adopts a customer-centric perspective, focusing on the evaluation of AIM's effects on customer satisfaction with electronic products in Hai Phong City. The investigation is based on a survey involving 500 online electronic shoppers. Findings from the research analyzed using structural modeling (SEM), reveal five key factors impacting customer satisfaction with electronic products: Artificial Intelligence Marketing (AIM), Customer Participation in customer satisfaction (INVO), Customer Attitude (ATT), Willingness to Co-create (WCC), and Customer Satisfaction (CS). Notably, artificial intelligence marketing and customer co-creation emerge as the most significant factors influencing customer satisfaction with electronic products in Hai Phong City.