تجزیه‌وتحلیل کتاب‌سنجی تجربه مشتری و هوش مصنوعی

Bibliometric Analysis of Customer Experience and Artificial Intelligence
Abstract
Purpose: Recent advancements in digital data collection, cloud computing, the Internet of Things, and machine learning have contributed to the emergence of artificial intelligence as a prominent technology capable of significantly enhancing customer experience through personalization, chatbots, virtual assistants, virtualization, and predictive analytics.
The objective of this study is to analyze and elucidate the current state of scientific literature pertaining to customer experience and artificial intelligence. This research employs scientometric techniques to examine articles indexed in the Web of Science database from 2019 to 2023, with the aim of identifying prevalent research topics and uncovering potential research gaps.
Methodology: The current research is descriptive and applied. 203 articles from 588 authors across 80 journal extracted from Web of Science were analyzed using R bibliometric package. The statistical population of this study is all the English scientific productions in the field of customer experience and artificial intelligence, which are close to business management, business and financial affairs, and data analysis was done with the output of the map from the Biblioshine software.
The software used is R Bibliometric Biblioshiny, which is Java-based software developed to conduct functional combination research using the bibliometric package with the web application used as a package in R-studio.
Finding: Scientific outputs in the field of customer experience and artificial intelligence had an upward trend. The countries of the United States of America, China, England, Australia and India had the most publications. The key words were trust, technology acceptance, experience, word of mouth marketing, satisfaction and technology. Popular and emerging topics include: adoption of information technology, personalized experience, Chabot, analysis of customer sentiments in various industries such as tourism and health.
The utilization of artificial intelligence has transformed the customer experience since2019. Artificial intelligence, particularly machine learning, predicts and analyzes customer sentiment through feedback and comments in order to improve their experience and benefit both the customers and service providers.
The United States has demonstrated a significant increase in the number of studies related to customer experience and AI, with1,229 citations, 161 studies conducted in 2023. This marks a substantial rise from the 13 studies that were conducted in 2019.
The keyword analysis of the article revealed a shift in focus from creativity and word-of-mouth to experience, as well as artificial intelligence, indicating their increasing importance. Topics such as influence and trust, which are closely related to technology adoption, continued to be popular in 2022 and 2023, especially during the Covid-19 pandemic and beyond.
The literature concerning customer experience and artificial intelligence can be broadly categorized into three primary themes. The first theme encompasses acceptance, information technology, and the technology acceptance model. The second theme covers topics such as tourism as well as hotels, and the leisure industry.
Lastly, the third theme focuses on innovation, encompassing issues like vision, consumer acceptance, customer acquisition. Providing customers with positive experiences that take into account their feelings and motivations is crucial, as customers prefer experiences that are pleasant and suitable. Themes that were prominent in the past year include ethics, people, resistance to innovation, behavioral research, and information systems.
Conclusion: Iran has few scientific productions and international cooperation in this field. The keywords experience, vision, influence and trust are associated with technology adoption in the era of Covid-19. The results of the thematic map analysis have brought many findings for researchers in this field. The technology acceptance model as a leading theme continues to attract the attention of researchers in this field. While the theme of resistance to innovation as a declining theme has lost its research importance. The main themes are technology and customer satisfaction. The theme of the right situation is to analyze the sentiments of customers through the feedback of comments to improve their experience.
Employing artificial intelligence and customer personalization technologies allows businesses to offer a distinctive and appealing shopping experience to their customers, which subsequently enhances customer satisfaction and loyalty. The topic of customer experience and artificial intelligence has primarily focused on technology acceptance. Additionally, this issue highlights the factors of acceptance and resistance to innovation and underscores the vital role of trust and ethics in these contexts. The impact of these technologies on human interactions and relationships, particularly in the healthcare sector, is evident. In the literature of customer experience and artificial intelligence, the use of bots is considered a significant trend in service marketing, while customer acceptance remains a significant barrier to their application in service scenarios. Analyzing customers' emotions through feedback and comments to improve their experience, as per Mora's study, choosing an appropriate strategy by analyzing emotions and perceptions is crucial to accept technology, allowing brands to deliver a delightful experience using artificial intelligence.
Keywords: artificial intelligence, customer experience, network analysis, scientometrics