Deneyimsel pazarlamada yapay zeka uygulamaları
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Dosyalar
Tarih
2021
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Selçuk Üniversitesi Sosyal Bilimler Enstitüsü
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Günümüz teknolojisini birçok açıdan değiştiren ve değiştirmeye devam eden yapay zekâ, pazarlama sektöründe son derece önemli bir kavramdır. Yapay zekâ kabiliyetinin ve uygulama alanının artmasıyla birlikte pazarlama sektörü değişime uğramaktadır. Dijitalleşen işletmeler faaliyetlerini yapay zekâ odaklı gerçekleştirirken aynı zamanda etkili bir müşteri deneyimi de yaratmaktadır. Araştırmada pazarlama, deneyimsel pazarlama ve endüstrinin gelişimiyle ilgili kavramsal alt yapı oluşturulduktan sonra yapay zekâ kavramı, uygulamalarıyla birlikte incelenmiştir. Elde edilen bilgiler doğrultusunda Endüstri 4.0'ın temel bileşenlerinden biri olan yapay zekânın işletmelere entegre edilmesiyle birlikte tüketicilere kişiselleştirilmiş bir deneyim sunulmaktadır. Yapılan analizler sonucunda yapay zeka destekli sanal asistanları ürün olarak sunan markaların (siri, google asisstant) yaşattığı müşteri deneyiminin, müşteri memnuniyeti üzerinde istatistiksel olarak anlamlı ve pozitif bir etkisi olduğu tespit edilmiştir. Müşteri deneyimi ile teknoloji kabulü arasında istatistiksel olarak anlamlı bir ilişkisi olduğu, yine müşteri deneyiminin, müşteri memnuniyeti üzerinde pozitif bir etkisi olduğu, teknoloji kabulü ile müşteri memnuniyeti arasında pozitif bir ilişki bulunduğu sonucuna ulaşılmıştır.
Artificial intelligence, which has changed and continues to change today's technology in many ways, is an extremely important concept in the marketing sector. With the increase in artificial intelligence capability and application area, the marketing sector is undergoing change. While digitalizing businesses carry out their activities focused on artificial intelligence, they also create an effective customer experience. In the research, after the conceptual infrastructure related to marketing, experiential marketing and the development of the industry was created, the concept of artificial intelligence was examined together with its applications. In line with the information obtained, a personalized experience is offered to consumers by integrating artificial intelligence, which is one of the main components of Industry 4.0, into businesses. As a result of the analyzes made, it has been determined that the customer experience of the brands (siri, google assistant) that offer artificial intelligence supported virtual assistants as a product has a statistically significant and positive effect on customer satisfaction. It was concluded that there is a statistically significant relationship between customer experience and technology acceptance, customer experience has a positive effect on customer satisfaction, and there is a positive relationship between technology acceptance and customer satisfaction.
Artificial intelligence, which has changed and continues to change today's technology in many ways, is an extremely important concept in the marketing sector. With the increase in artificial intelligence capability and application area, the marketing sector is undergoing change. While digitalizing businesses carry out their activities focused on artificial intelligence, they also create an effective customer experience. In the research, after the conceptual infrastructure related to marketing, experiential marketing and the development of the industry was created, the concept of artificial intelligence was examined together with its applications. In line with the information obtained, a personalized experience is offered to consumers by integrating artificial intelligence, which is one of the main components of Industry 4.0, into businesses. As a result of the analyzes made, it has been determined that the customer experience of the brands (siri, google assistant) that offer artificial intelligence supported virtual assistants as a product has a statistically significant and positive effect on customer satisfaction. It was concluded that there is a statistically significant relationship between customer experience and technology acceptance, customer experience has a positive effect on customer satisfaction, and there is a positive relationship between technology acceptance and customer satisfaction.
Açıklama
Anahtar Kelimeler
Tüketici davranışı, Yapay zeka, Akıllı asistanlar, Teknoloji kabul modeli, Müşteri memnuniyeti, Experiential marketing, Artificial intelligence, Smart assistants, Technology acceptance model, Customer satisfaction
Kaynak
WoS Q Değeri
Scopus Q Değeri
Cilt
Sayı
Künye
Akköz, Ş. S. (2021). Deneyimsel Pazarlamada Yapay Zeka Uygulamaları. (Yüksek Lisans Tezi). Selçuk Üniversitesi, Sosyal Bilimler Enstitüsü, Konya.
