EI Integrated PR for Online Communication in Customer Loyalty: The Mediating Role of Artificial Intelligence

Abstract

Emotional Intelligence, when integrated into Public Relations, adds potential value to retail sector organizations. However, with the rise of ICT, these factors are further enriched by Artificial Intelligence as the organizations are more goal-oriented, adopting certain customer-centric approaches. This study also focused on the role of the Emotionally Intelligent Public Relation system in the United Arab Emirates benefiting from Artificial Intelligence integration. The primary focus remained on Artificial Intelligence, upgrading these Public Relations practices and improving customer loyalty. The researchers used a self-proposed conceptual model assessed using Structural Equation Modelling (SEM). Results revealed that Public Relations practices are significantly affecting Social Skills (p>. 020) and Empathy (.000) as primary components of Emotional Intelligence (EI). Besides, the effect of Social Skills on Empathy also remained significant (p> 045). On the other hand, Social Skills (p>. 000) have a significant effect on Customer Loyalty, which is significantly mediated by Artificial Intelligence (p>. 070). Thus, it is concluded that when Public Relations integrated with Emotional Intelligence are linked with Artificial Intelligence, positive, constructive outcomes are ensured. Particularly, in the retail sector, organizations integrating Artificial Intelligence provide the service as best matching the customers, adding more value to the services and product quality of the certain retailer, indicating the same patterns of consumer experiences leading to loyalty among them.