RESHAPING THE CONTEXTS OF ONLINE CUSTOMER ENGAGEMENT BEHAVIOR VIA ARTIFICIAL INTELLIGENCE: A CONCEPTUAL FRAMEWORK

This write-up covers the topic of AI online customer support by looking at a framework and different trends of online customer engagement. It starts by discussing the lack of literature on the topic due to the technological landscape's fast development. After that, it introduces the importance of customer support for engagement and retention since it affects the profitability of firms. It points out how AI automation solves pain points such as long waiting time for customers. Afterwards, the Stimuli-OrganismResponse theory framework is introduced. This is usually used in the context with humans (organism) analyzing and creating customer engagement, but in this write-up, it is argued that AI displays similar characteristics and can be explored through this framework. The following discussion is then divided into the three pillars of the framework and covers which data to use for successful AI service, as well as how to implement such processes. The write-up then finishes off by giving an overview of the future trend predictions and what factors might slow down the adoption of this development.