Developing consumers’ experience with ChatGPT towards customer digital marketing satisfaction strategy

Abstract

In the present digital era, ChatGPT has garnered outstanding recognition in achieving customer satisfaction. As researchers, we explored in this study the customer experience with ChatGPT and how it has shaped their satisfaction in digital marketing (SDM) of the Jadeer Group Motors located in Saudi Arabia’s Eastern province. We followed Liu et al. (2020) and Abdelkader (2023) lead by employing quantitative assessment. This study’s findings demonstrate that factors, such as perceived accuracy (PA), perceived convenience (PC), and perceived relevance (PR) have a positive significant effect on SDM. These findings show, also, that, on the one hand, improvements to digital marketing strategies’ PA, convenience, and relevance can increase consumer satisfaction and, therefore, contribute to positive business consequences. On the other hand, the findings demonstrate that perceived personalization (PP) has a negative and insignificant effect on SDM. More simply, when individuals perceive personalized digital marketing efforts, they are less satisfied with them. This study’s findings provide valuable knowledge about ChatGPT’s role in achieving customer satisfaction through enhancing PA, PC, and PR in digital marketing. This study’s findings assist managers, policymakers, and car rental services to provide more services to satisfy customers.