Abdelkader Osama Ahmed
Marketing Department, College of Business Administration, Imam Abdulrahman Bin Faisal University, Saudi Arabia.
Heliyon. 2023 Aug 2;9(8):e18770. doi: 10.1016/j.heliyon.2023.e18770. eCollection 2023 Aug.
ChatGPT is an artificial intelligence model intended for conversational purposes that has grown in popularity in digital marketing, offering organizations a vital tool for engaging with clients and enhancing their marketing efforts. The main objective of this research is to investigate the impact of ChatGPT on the customer experience in digital marketing. Additionally, the study intends to investigate the moderating impacts of business type and technology familiarity and comfort on the customer experience. Furthermore, the research explores the moderating roles of gender, age, and education level. The data for this study were collected electronically from 394 clients who have interacted with ChatGPT in digital marketing using an open-access questionnaire. The results support the significance of the moderating role of (Familiarity and Comfort with Technology, Business Type, Age, and Education level on the relation between customer experience with ChatGPT and overall satisfaction with digital marketing, while Gender is not supported. This article's findings are intended to contribute to the current literature on the use of conversational AI models in digital marketing and customer experience, providing insights and recommendations for future research.
ChatGPT是一种用于对话目的的人工智能模型，在数字营销中越来越受欢迎，为组织提供了一个与客户互动并加强其营销努力的重要工具。本研究的主要目的是调查ChatGPT对数字营销中客户体验的影响。此外，该研究旨在调查业务类型以及技术熟悉程度和舒适度对客户体验的调节作用。此外，该研究还探讨了性别、年龄和教育水平的调节作用。本研究的数据是通过一份开放式问卷以电子方式从394名在数字营销中与ChatGPT互动过的客户那里收集的。结果支持了（对技术的熟悉程度和舒适度、业务类型、年龄和教育水平）在ChatGPT客户体验与数字营销总体满意度之间关系上的调节作用的重要性，而性别则不支持。本文的研究结果旨在为当前关于在数字营销和客户体验中使用对话式人工智能模型的文献做出贡献，为未来研究提供见解和建议。
