Research Information System
27. Pazarlama Kongresi, Pazarlamada Yapay Zeka, Erzurum, Turkey, 30 May 2024, (Full Text)
Customer experience plays an important role in the relationship and interaction of companies
with their customers. In particular, in the communication and interaction of service companies with
their customers, the experience experienced by the customer is very important in terms of both
satisfaction and loyalty. However, with the widespread use of digitalisation, especially artificial
intelligence-based digital products in business services, it is becoming apparent that customers
interact with this technology in different ways. In this context, existing experience scales are not
sufficient to measure customer experience. In the study, the scale that is developed by Wang et al.
(2024) was used for customer experience in artificial intelligence-supported products. As the research
population, the effect of artificial intelligence-assisted products used in banking activities on customer
satisfaction and loyalty formed through artificial intelligence-assisted products was examined. Smart
PLS software was used to determine the reliability, validity, construct and discriminant validity of the
scales, and regression analyses were performed. According to the research findings, AI-enabled
customer experience has a positive impact on customer satisfaction and loyalty.