EI整合公关对顾客忠诚度的影响:人工智能的中介作用

Riadh Jeljeli, Faycal Farhi, Saadia Anwar Pasha
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摘要

当情商被整合到公共关系中时,会为零售部门组织增加潜在价值。然而,随着信息通信技术的兴起,这些因素被人工智能进一步丰富,因为组织更加以目标为导向,采用某些以客户为中心的方法。本研究还关注了阿联酋从人工智能整合中受益的情商公关系统的作用。主要的焦点仍然是人工智能,升级这些公共关系实践并提高客户忠诚度。研究人员使用了一个自我提出的概念模型,使用结构方程模型(SEM)进行评估。结果显示,公共关系实践对社交技能有显著影响(p>。020)和共情(0.000)是情绪智力(EI)的主要组成部分。此外,社会技能对共情的影响也很显著(p> 045)。另一方面,社交技能(p>。000)对客户忠诚度有显著影响,人工智能显著调节了客户忠诚度(p>。070)。因此,我们得出结论,当与情商相结合的公共关系与人工智能相结合时,将确保积极的、建设性的结果。特别是在零售领域,整合人工智能的组织提供最匹配客户的服务,为特定零售商的服务和产品质量增加更多价值,表明相同的消费者体验模式导致他们之间的忠诚度。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
EI Integrated PR for Online Communication in Customer Loyalty: The Mediating Role of Artificial Intelligence
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.
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