The effect of artificial intelligence on organizational performance with the mediating role of marketing activities

Ensieh Faegh¹ Farzad Asayesh²

1) Islamic Azad University of
2) Islamic Azad University of

IOI Code : XHFK-KGKDB
Publication : 2nd International Conference on Applied Researches in Humanities, Economics, Management & Accounting(icrhema.com/2nd)
Abstract :
    In today s rapidly evolving business, cultivating customer loyalty has become a primary goal for organizations that intend to maintain their competitive edge. On the other hand, digital technologies have dramatically changed business practices and consumer purchasing behavior, so that artificial intelligence positively affects consumer interaction in social media and optimization of conversion rates. Similarly, consumer social media engagement and conversion rate positively influence consumer satisfaction experience and lead to increased consumer repurchase intentions. Finally, consumer habit positively moderates the relationship between customer satisfaction experience and repurchase intention. This study facilitates the understanding of AI technology to influence consumer engagement on social media and conversion rates to increase customer satisfaction and repurchase intention, and offers suggestions for developing flawless service business strategies.

Keywords : artificial intelligence business customer satisfaction repurchase