Leveraging artificial intelligence in firm-generated online customer communities: a framework and future research agenda

PurposeIn light of the increasing prevalence of non-human services, organizations can benefit by emphasizing distinctively human qualities in their services. This paper suggests that cultivating virtues among employees can enhance the value of human-provided services.Design/methodology/approachThis conceptual paper incorporates ideas from management and service research examining the notion of virtue as well as human qualities that are associated with virtuousness. The paper builds upon service research, which emphasizes the important role of human elements in service interaction, along with extensive research in positive organizational scholarship, which characterizes virtues as the finest attributes of human nature.FindingsThe paper introduces “service virtuousness,” the voluntary and authentic expression of human virtues like compassion and creativity in service delivery, treating customers as individuals beyond their formal roles. A review of the literature reveals how virtuousness appears in services. The study also identifies when it is most beneficial, explores the challenges in its implementation, and suggests future research directions.Originality/valueThe paper offers a novel concept for service research grounded in core human values. Although service virtuousness does not focus on outcomes, it offers numerous benefits to all parties involved in the service setting. The theoretical framework for studying service virtuousness provides new opportunities to identify the conditions in which virtuousness is most beneficial in a service context.

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Investigating the Role of Artificial Intelligence to Measure Consumer Efficiency: The Use of Strategic Communication and Personalized Media Content

Binlibdah

2024

Journalism and Media

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This study examines the relationships between strategic communication, personalized media content, AI, and consumer service efficiency in social marketing companies in Saudi Arabia. The study used a cluster sampling technique with a quantitative research design. The study targeted 498 responses via distributing the survey links on social media platforms. Using the SEM analysis in Smart PLS 4, this research tested the research hypotheses. The findings showed that strategic communication significantly improves personalized media content and consumer service efficiency, confirming its importance in business customer interactions and outcomes. Customized media content does not significantly improve consumer service efficiency, suggesting other mediating factors may be involved. AI mediates this relationship, bridging strategic inputs and service outcomes. AI boosts strategic communication and personalized content, improving consumer service efficiency. The results showed that AI fully mediates strategic communication and personalized media content into improved service efficiency, demonstrating its transformative potential in business communications and operations. The study shows that AI supports and improves digital marketing communication strategies. It is statistical evidence and confidence intervals that exclude zero, AI-enabled the application of personalized content and strategic directives to improve service efficiency in the mediation analysis.

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Leveraging artificial intelligence in firm-generated online customer communities: a framework and future research agenda

Cited by 6 publications

References 59 publications

Assessing the interplay of trust dynamics, personalization, ethical AI practices, and tourist behavior in the adoption of AI-driven smart tourism technologies

Assessing the interplay of trust dynamics, personalization, ethical AI practices, and tourist behavior in the adoption of AI-driven smart tourism technologies

Service virtuousness: implementing the very best of human qualities in service delivery

Investigating the Role of Artificial Intelligence to Measure Consumer Efficiency: The Use of Strategic Communication and Personalized Media Content

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