Customer engagement design during the COVID 19 pandemic, mutual trust and intelligent automation: a conceptual perspective

Abstract

The adoption and use of artificial intelligence, and the application of this concept through the development and implementation of intelligent automation is not considered simply as an option, but rather as an obligation in current times, due to the considerable change caused by the COVID 19 pandemic and responses to it. This study is an attempt to more thoroughly understand and clarify how the adoption of such intelligent automation can work to improve customer engagement in the food and restaurant domain. To attend to this objective, a theoretical framework is developed and tested based on an integrative approach of determinants of customer engagement through artificial intelligence to increase trust levels when intelligent automation is used. This paper will contribute to the construction of a matrix of customer engagement based on the different steps identified in the customer engagement cycle, and build a co-constructive and dynamic model of customer engagement in relation to mutual’ trust and intelligent automation.

Unleashing the value of artificial intelligence in the agri-food sector: where are we?

“…Cluster A comprises 15 documents (timespan 2019–2022) which primarily focus on the adoption of AI and its benefits in the agri-food business. The papers explore how AI enhances customer engagement (Alfalih, 2022) and shapes their decision-making process (Tassiello et al. , 2021).…”

“…Cluster A comprises 15 documents (timespan 2019-2022) which primarily focus on the adoption of AI and its benefits in the agri-food business. The papers explore how AI enhances (Alfalih, 2022) and shapes their decision-making process (Tassiello et al, 2021). Additionally, they explore the role of AI in boosting entrepreneurship and innovation (Secinaro et al, 2022;Lachman and Lopez, 2019).…”

Mediating customer engagement in the relationship between fast-food restaurants' innovativeness and brand evangelism during COVID-19: evidence from emergent markets

“…Effective CE decreases acquisition costs and boosts client lifetime values for long-term profitability (So et al , 2021). As CE encompasses social, cognitive, emotional and behavioural components (Alfalih, 2022), this study follows academics who comprehend CE as a multidimensional variable in the hospitality sector (Harrigan et al , 2017; So et al , 2014). Accordingly, the CE dimensions are absorption, identification and interactions.…”

“…Following the advice of several scholars (Sreejesh et al, 2015), this study examines innovation's multiple dimensions to close this gap. IJCHM 36,4 Third, Alfalih (2022) claims that pandemic clients want long-term service partnerships. High CE reduces acquisition costs and increases client retention (Braze, 2021).…”

“…Third, Alfalih (2022) claims that pandemic clients want long-term service partnerships. High CE reduces acquisition costs and increases client retention (Braze, 2021).…”