AI个性化推荐与客服系统对品牌忠诚度的影响机制研究  

The Impact Mechanism of Al-Powered Personalized Recommendations and Customer Service Systems on Brand Loyalty

作　　者：庄翔宇 Zhuang Xiangyu(Linyi University,Linyi,Shandong 276000)

机构地区：[1]临沂大学,山东临沂276000

出　　处：《中国商论》2024年第24期137-142,共6页China Journal of Commerce

摘　　要：信息技术的飞速发展,使得人工智能(AI)技术在各行各业的应用愈发普遍。本文通过人工智能(AI)技术在品牌忠诚度提升中的作用,探讨了AI个性化推荐系统和AI客服系统对客户品牌忠诚度的影响机制,并采用问卷调研方法,运用结构方程模型(SEM)对样本数据进行了实证研究。结果表明:AI个性化推荐系统和AI客服系统对客户满意度和客户信任有显著的正向影响,进而显著提升了品牌忠诚度;客户满意度在AI个性化推荐系统与品牌忠诚度之间具有中介作用,而客户信任在AI客服系统与品牌忠诚度之间也表现出显著的中介作用。研究指出,企业在应用AI技术时应注重优化客户体验,提升客户满意度与信任,从而更有效地增强品牌忠诚度。因此,品牌管理者应充分利用AI技术构建个性化的客户互动体验,优化AI驱动的服务体系,以实现品牌忠诚度的有效提升。The rapid development of information technology has made the application of artificial intelligence(AI)increasingly widespread across various industries.This article explores the role of artificial intelligence(AI)technology in enhancing brand loyalty.It investigates the impact mechanisms of AI-powered personalized recommendation systems and customer service systems on customer brand loyalty.Through questionnaire surveys and Structural Equation Modeling(SEM)analysis of sample data,the article finds that AI-powered personalized recommendation systems and customer service systems significantly positively influence customer satisfaction and trust,consequently leading to a significant improvement in brand loyalty.Customer satisfaction plays a mediating role between AI-powered personalized recommendation systems and brand loyalty,while customer trust also acts as a significant mediator between AI-powered customer service systems and brand loyalty.The research suggests that when utilizing AI technology,enterprises should focus on optimizing customer experiences,enhancing customer satisfaction and trust to effectively strengthen brand loyalty.Therefore,brand managers should leverage AI technology to create personalized customer interaction experiences,optimize AI-driven service systems to achieve a more effective enhancement of brand loyalty.

关 键 词：人工智能 个性化推荐 AI客服系统 客户满意度 品牌忠诚度 

分 类 号：F276.44[经济管理—企业管理]