Contributions of artificial intelligence to the customer service area
DOI:
https://doi.org/10.56294/piii2024346Keywords:
machine learning, natural language processing, artificial intelligence, customer experienceAbstract
Artificial intelligence has gained considerable recognition in recent years, standing out for its ability to transform both industries and society today. Given its importance, many companies have decided to implement this tool in the field of customer service. The objective of this study is to analyze artificial intelligence strategies focused on customer service and retention in the business sector in recent years. In this framework, research was conducted using the PRISMA methodology to explore the various contributions that artificial intelligence brings to customer service areas. A systematic review of the literature in primary sources was carried out. The choice of this methodology made it possible to examine the documented advances of artificial intelligence in the last three years. The results obtained reveal that artificial intelligence contributes significantly to improve efficiency, quality and customer satisfaction, thanks to its wide variety of functions and self-management capabilities.
References
1. Zameer H, Wang Y, Yasmeen H, Ahmed W. Modeling the Role of Service Quality, Customer Satisfaction and Customer Loyalty in Building Service Brand Equity. International Journal of Asian Business and Information Management. 2019;10:55-72. https://doi.org/10.4018/IJABIM.2019040103
2. Gómez-Cano C, Sánchez-Castillo V. Evaluación del nivel de madurez en la gestión de proyectos de una empresa prestadora de servicios públicos. Económicas CUC. 2021;42(2):133-44. https://doi.org/10.17981/econcuc.42.2.2021.Org.7
3. Kumar V, Rajan B, Gupta S, Pozza I. Customer engagement in service. Journal of the Academy of Marketing Science. 2019;47:138-60. https://doi.org/10.1007/S11747-017-0565-2
4. Debortoli DO, Brignole NB. Inteligencia empresarial para estimular el giro comercial en el microcentro de una ciudad de tamaño intermedio. Región Científica. 2024;3(1):2024195. https://doi.org/10.58763/rc2024195
5. Prentice C, Nguyen M. Engaging and retaining customers with AI and employee service. Journal of Retailing and Consumer Services. 2020;56:102186. https://doi.org/10.1016/j.jretconser.2020.102186
6. Chung M, Ko E, Joung H, Kim S. Chatbot e-service and customer satisfaction regarding luxury brands. Journal of Business Research. 2020;117:587-95. https://doi.org/10.1016/J.JBUSRES.2018.10.004
7. Sidaoui K, Jaakkola M, Burton J. AI feel you: customer experience assessment via chatbot interviews. Journal of Service Management. 2020;31:745-66. https://doi.org/10.1108/josm-11-2019-0341
8. Hollebeek L, Sprott D, Brady M. Rise of the Machines? Customer Engagement in Automated Service Interactions. Journal of Service Research. 2021;24:3-8. https://doi.org/10.1177/1094670520975110
9. Machuca-Contreras F, Canova-Barrios C, Castro MF. Una aproximación a los conceptos de innovación radical, incremental y disruptiva en las organizaciones. Región Científica. 2023;2(1):202324. https://doi.org/10.58763/rc202324
10. Sánchez Castillo V, Pérez Gamboa AJ, Gómez Cano CA. Trends and evolution of Scientometric and Bibliometric research in the SCOPUS database. Bibliotecas. Anales de investigación. 2024;20(1). http://revistas.bnjm.sld.cu/index.php/BAI/article/view/834
11. Park H, Suh C, Woo S, Kim P, Kim K. Quality Reporting of Systematic Review and Meta-Analysis According to PRISMA 2020 Guidelines: Results from Recently Published Papers in the Korean Journal of Radiology. Korean Journal of Radiology. 2022;23:355-69. https://doi.org/10.3348/kjr.2021.0808
12. Sánchez-Castillo V, Gómez-Cano CA, Pérez-Gamboa AJ. La Economía Azul en el contexto de los objetivos del desarrollo sostenible: una revisión mixta e integrada de la literatura en la base de datos Scopus. AiBi Revista De Investigación, Administración E Ingeniería. 2024;12(2):206-21. https://doi.org/10.15649/2346030X.4028
13. Kammerer-David MI, Murgas-Téllez B. La innovación tecnológica desde un enfoque de dinámica de sistemas. Región Científica. 2024;3(1):2024217. https://doi.org/10.58763/rc2024217
14. Wamba-Taguimdje S, Wamba S, Kamdjoug J, Wanko C. Influence of artificial intelligence (AI) on firm performance: the business value of AI-based transformation projects. Business Process Management Journal. 2020;26:1893-1924. https://doi.org/10.1108/bpmj-10-2019-0411
15. Trocin C, Hovland I, Mikalef P, Dremel C. How Artificial Intelligence affords digital innovation: A cross-case analysis of Scandinavian companies. Technological Forecasting and Social Change. 2021;173:121081. https://doi.org/10.1016/J.TECHFORE.2021.121081
16. Ledesma F, Malave-González BE. Patrones de comunicación científica sobre E-commerce: un estudio bibliométrico en la base de datos Scopus. Región Científica. 2022;1(1):202214. https://doi.org/10.58763/rc202214
17. Blümel J, Zaki M, Bohné T. Personal touch in digital customer service: a conceptual framework of relational personalization for conversational AI. Journal of Service Theory and Practice. 2023. https://doi.org/10.1108/jstp-03-2023-0098
18. Rodríguez-Torres E, Gómez-Cano C, Sánchez-Castillo V. Management information systems and their impact on business decision making. Data & Metadata. 2022;1:21. https://doi.org/10.56294/dm202221
19. Trunk A, Birkel H, Hartmann E. On the current state of combining human and artificial intelligence for strategic organizational decision making. Business Research. 2020;13:875-919. https://doi.org/10.1007/s40685-020-00133-x
20. Behera R, Bala P, Ray A. Cognitive Chatbot for Personalised Contextual Customer Service: Behind the Scene and beyond the Hype. Information Systems Frontiers. 2021;26:899-919. https://doi.org/10.1007/S10796-021-10168-Y
21. Hoyos Chavarro YA, Melo Zamudio JC, Sánchez Castillo V. Sistematización de la experiencia de circuito corto de comercialización estudio de caso Tibasosa, Boyacá. Región Científica. 2022;1(1):20228. https://doi.org/10.58763/rc20228
22. Raut A, Tiwari A, Das S, Saha S, Maitra A, Ramnani R, Sengupta S. Reinforcing personalized persuasion in task-oriented virtual sales assistant. PLOS ONE. 2023. https://doi.org/10.1371/journal.pone.0275750
23. Gómez-Cano C, Sánchez-Castillo V, Clavijo-Gallego TA. Redes de conocimiento y colaboración internacional en torno al Generative Pre-trained Transformer (GPT): Un estudio bibliométrico. Metaverse Basic and Applied Research. 2023;2:33. https://doi.org/10.56294/mr202333
24. Capuano N, Greco L, Ritrovato P, Vento M. Sentiment analysis for customer relationship management: an incremental learning approach. Applied Intelligence. 2020;51:3339-52. https://doi.org/10.1007/s10489-020-01984-x
25. Vázquez-Vidal V, Martínez-Prats G. El desarrollo regional y su impacto en la sociedad mexicana. Región Científica. 2023;2(1):202336. https://doi.org/10.58763/rc202336
26. Casazola Cruz OD, Alfaro Mariño G, Burgos Tejada J, Ramos More OA. La usabilidad percibida de los chatbots sobre la atención al cliente en las organizaciones: una revisión de la literatura. Interfases. 2021;14(014):184-204. https://doi.org/10.26439/interfases2021.n014.5401
27. Walk N, Kühl M, Saidani J, Schatte J. Artificial intelligence for sustainability: Facilitating sustainable smart product-service systems with computer vision. Journal of Cleaner Production. 2023;402:136748. https://doi.org/10.1016/j.jclepro.2023.136748
28. Manpel. Ringover: Inteligencia Artificial Aplicada al Servicio al Cliente: Ventajas y Oportunidades. 2023. www.ringover.es/blog/inteligencia-artificial-servicio-al-cliente
29. Chávez García EM, Arguello Pazmiño AM, Viscarra Armijos CP, Aro Sosa GL, Albarrasín Reinoso MV. Inteligencia Artificial en la toma de decisiones gerenciales. Dilemas Contemporáneos: Educación, Política y Valores. 2018;(41):1-12. http://bibliotecavirtual.uis.edu.co:2070/login.aspx?direct=true&db=fap&AN=130757964&lang=es&site=ehost-live
30. Porcelli AM. La inteligencia artificial y la robótica: sus dilemas sociales, éticos y jurídicos. Derecho global. Estudios sobre derecho y justicia. 2020;6(16):49-105. https://doi.org/10.32870/dgedj.v6i16.286
31. Holmes S, Moorhead A, Bond R, Zheng H, Coates V, Mctear M. Usability testing of a healthcare chatbot: Can we use conventional methods to assess conversational user interfaces? ECCE '19: Proceedings of the 31st European Conference on Cognitive Ergonomics. 2019:207-14. https://doi.org/10.1145/3335082.3335094
32. Martínez A, Schmuck C, Pereverzyev S, Pirker C, Haltmeier M. A machine learning framework for customer purchase prediction in the non-contractual setting. European Journal of Operational Research. 2020;281:588-96. https://doi.org/10.1016/J.EJOR.2018.04.034
33. Zapata Muriel FA, Montoya Zapata S, Montoya-Zapata D. Dilemas éticos planteados por el auge de la inteligencia artificial: una mirada desde el transhumanismo. Región Científica. 2024;3(1):2024225. https://doi.org/10.58763/rc2024225
34. Wulf A, Seizov O. Artificial Intelligence and Transparency: A Blueprint for Improving the Regulation of AI Applications in the EU. CompSciRN: Artificial Intelligence (Topic). 2020. https://doi.org/10.54648/eulr2020024
35. Meurisch C, Mühlhäuser M. Data Protection in AI Services. ACM Computing Surveys. 2021;54:1-38. https://doi.org/10.1145/3440754
36. Bharti S, Aryal S. The right to privacy and an implication of the EU General Data Protection Regulation (GDPR) in Europe: challenges to the companies. Journal of Contemporary European Studies. 2022;31:1391-402. https://doi.org/10.1080/14782804.2022.2130193
37. Stallings W. Handling of Personal Information and Deidentified, Aggregated, and Pseudonymized Information Under the California Consumer Privacy Act. IEEE Security & Privacy. 2020;18:61-4. https://doi.org/10.1109/MSEC.2019.2953324
38. Afanador Cubillos N. Historia de la producción y sus retos en la era actual. Región Científica. 2023;2(1):202315. https://doi.org/10.58763/rc202315
39. Huang M, Rust R. Engaged to a Robot? The Role of AI in Service. Journal of Service Research. 2020;24:30-41. https://doi.org/10.1177/1094670520902266
40. Xu Y, Shieh C, Esch P, Ling I. AI Customer Service: Task Complexity, Problem-Solving Ability, and Usage Intention. Australasian Marketing Journal. 2020;28:189-99. https://doi.org/10.1016/j.ausmj.2020.03.005
41. Maedche A, Legner C, Benlian A, Berger B, Gimpel H, Hess T, Hinz O, Morana S, Söllner M. AI-Based Digital Assistants. Business & Information Systems Engineering. 2019;61:535-44. https://doi.org/10.1007/s12599-019-00600-8
42. Muñoz Bonilla HA, Menassa Garrido IS, Rojas Coronado L, Espinosa Rodríguez MA. La innovación en el sector servicios y su relación compleja con la supervivencia empresarial. Región Científica. 2024;3(1):2024214. https://doi.org/10.58763/rc2024214
43. Hoyer W, Kroschke M, Schmitt B, Kraume K, Shankar V. Transforming the Customer Experience through New Technologies. Journal of Interactive Marketing. 2020;51:57-71. https://doi.org/10.1016/j.intmar.2020.04.001
44. Libai B, Bart Y, Gensler S, Hofacker C, Kaplan A, Kötterheinrich K, Kroll E. Brave New World? On AI and the Management of Customer Relationships. Journal of Interactive Marketing. 2020;51:44-56. https://doi.org/10.1016/j.intmar.2020.04.002
45. Huang M, Rust R. A strategic framework for artificial intelligence in marketing. Journal of the Academy of Marketing Science. 2020;49:30-50. https://doi.org/10.1007/s11747-020-00749-9
46. Ullah A, Mohmand M, Hussain H, Johar S, Khan I, Ahmad S, Mahmoud H, Huda S. Customer Analysis Using Machine Learning-Based Classification Algorithms for Effective Segmentation Using Recency, Frequency, Monetary, and Time. Sensors (Basel, Switzerland). 2023;23. https://doi.org/10.3390/s23063180
47. Sanabria Martínez MJ. Construir nuevos espacios sostenibles respetando la diversidad cultural desde el nivel local. Región Científica. 2022;1(1):20222. https://doi.org/10.58763/rc20222
48. Wang L, Huang N, Hong Y, Liu L, Guo X, Chen G. Voice‐based AI in call center customer service: A natural field experiment. Production and Operations Management. 2023;32:1002-18. https://doi.org/10.1111/poms.13953
49. Lepri B, Oliver N, Pentland A. Ethical machines: The human-centric use of artificial intelligence. iScience. 2021;24. https://doi.org/10.1016/j.isci.2021.102249
50. Kunz W, Wirtz J. Corporate digital responsibility (CDR) in the age of AI: implications for interactive marketing. Journal of Research in Interactive Marketing. 2023;18(1). https://doi.org/10.1108/jrim-06-2023-0176
Downloads
Published
Issue
Section
License
Copyright (c) 2024 Edgar Esteban Sanabria Rodríguez, Wilson Javier Frade Barreto (Author)
This work is licensed under a Creative Commons Attribution 4.0 International License.
The article is distributed under the Creative Commons Attribution 4.0 License. Unless otherwise stated, associated published material is distributed under the same licence.
