The Role of Artificial Intelligence in Interactive Marketing: Improving Customer-Brand Relationship

Abstract

The chapter discusses the role of artificial intelligence (AI)-powered chatbot’s service quality dimensions in developing customer-brand relationship and their impact on electronic word-of-mouth (e-WOM) (i.e. response) in improving interactive marketing. The chapter explains the relationships by considering the stimulus-organism-response (S-O-R) theory and confirms its applicability of it in the context of service by chatbots. The findings have confirmed that chatbot service quality dimensions (i.e. assurance, reliability, interactivity, understandability, and responsiveness) play a critical role in building a relationship with customers, and customer-brand relationship encourages customers to involve in e-WOM that ultimately improves interactive marketing. The chapter offers critical insights to the businesses to enjoy the benefits of AI in the field of interactive marketing and offer numerous theoretical and practical contributions. The chapter contends that user experience can be enhanced by considering the elements of chatbot service quality dimensions.