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DOES ARTIFICIAL INTELLIGENCE ANXIETY ALTER THE RELATIONSHIP BETWEEN SATISFACTION AND BRAND REPUTATION? A RESEARCH ON VIRTUAL ASSISTANT (CHATBOT) SERVICES OFFERED BY BUSINESSES

Year 2025, Volume: 18 Issue: 1, 243 - 276, 31.01.2025

Selman Temiz , Alperen Timuçin Sönmez , Ramazan Kurtoğlu

Abstract

For businesses to gain competitive advantage, it has become a necessity to continuously improve themselves in many areas, especially in areas such as perfect service delivery and better understanding of increasingly diverse customer demands and speed. To overcome this necessity, the importance of artificial intelligence-based applications as the biggest assistant and business partner of businesses is increasing. In this context, in today's world, where many artificial intelligence applications are offered for use, one of the rapidly spreading applications is the chatbot application. Although artificial intelligence provides many conveniences for businesses, it is not clear how artificial intelligence-based innovation is received, how much it is adopted, or how it affects satisfaction, especially on the customer side. Accordingly, this study examines the relationship between customer satisfaction with chatbot services and brand reputation. In addition, the regulatory role of artificial intelligence anxiety, which is considered to affect this relationship, was examined. According to these findings, customer satisfaction with chatbot services positively and strongly affects brand reputation. Another result obtained from this study is that the socio-technical blindness sub-dimension of artificial intelligence anxiety has a negative effect on the positive effect of customer satisfaction with chatbot services on brand reputation.

Keywords

Satisfaction With Chatbot Service Brand Reputation Artificial Intelligence Artificial Intelligence (AI) Anxiety

References

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YAPAY ZEKÂ KAYGISI, MEMNUNİYET İLE MARKA İTİBARI ARASINDAKİ İLİŞKİYİ DEĞİŞTİRİR Mİ? İŞLETMELERİN SUNDUĞU CHATBOT (SANAL ASİSTAN) HİZMETLERİ ÜZERİNE BİR ARAŞTIRMA

Year 2025, Volume: 18 Issue: 1, 243 - 276, 31.01.2025

Selman Temiz , Alperen Timuçin Sönmez , Ramazan Kurtoğlu

Abstract

İşletmelerin rekabet avantajı elde edebilmeleri için, pek çok alan ile birlikte özellikle kusursuz hizmet sunumu, gittikçe daha fazla çeşitlilik gösteren müşteri isteklerinin daha iyi anlaşılması ve hız gibi alanlarda kendilerini sürekli geliştirmeleri bir zorunluluk haline gelmiştir. Bu zorunluluğun aşılabilmesinde ise işletmelerin en büyük yardımcısı ve iş ortağı olarak yapay zekâ temelli uygulamaların önemi her geçen gün artmaktadır. Bu kapsamda pek çok yapay zekâ uygulamasının kullanıma sunulduğu günümüzde, hızlı bir şekilde yaygınlaşan yapay zekâ uygulamalarından biri de sanal asistan (chatbot) uygulamasıdır. Her ne kadar yapay zekâ, işletmeler açısından pek çok kolaylık sağlasa da özellikle müşteri tarafında yapay zekâ temelli bir yeniliğin nasıl karşılandığı, ne kadar benimsendiği ya da memnuniyeti nasıl etkilediği konusundaki bilgi net değildir. Bu doğrultuda çalışmanın amacı müşterilerin sanal asistan hizmetinden duydukları memnuniyet ile marka itibarı arasındaki ilişkiyi incelemektir. Ayrıca çalışma ile söz konusu ilişki üzerinde etkisi olabileceği değerlendirilen yapay zekâ kaygısının düzenleyici rolü de incelenmiştir. Elde edilen bulgulara göre; müşterilerin sanal asistan hizmetinden duydukları memnuniyet marka itibarını pozitif yönlü ve güçlü bir şekilde etkilemektedir. Çalışma sonucunda elde edilen bir diğer sonuç ise, müşterilerin sanal asistan hizmetinden duydukları memnuniyetin marka itibarı üzerindeki pozitif yönlü etkisinde yapay zekâ kaygısının alt boyutlarından sosyo-teknik körlük alt boyutunun negatif yönlü etkisinin olduğudur.

Keywords

Sanal Asistan Hizmetinden Duyulan Memnuniyet Marka İtibarı Yapay Zekâ Yapay Zekâ Kaygısı

References

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  • Akkaya, B., Özkan, A., & Özkan, H. (2021). Yapay Zekâ Kaygı (YZK) Ölçeği: Türkçeye Uyarlama Geçerlilik ve Güvenirlik Çalışması, Alanya Akademik Bakış Dergisi, (5)2, 1125-1146. Doi: 10.29023/alanyaakademik.833668
  • Ameen, N., Cheah, J. H., & Kumar, S. (2022). It's All Part Of The Customer Journey: The Impact Of Augmented Reality, Chatbots, And Social Media On The Body Image And Self-Esteem Of Generation Z Female Consumers. Psychology & Marketing, 39(11), 2110-2129. DOI: 10.1002/mar.21715
  • Arsenijevic, U., & Jovic, M. (2019, September). Artificial Intelligence Marketing: Chatbots. In 2019 International Conference On Artificial Intelligence: Applications And Innovations (IC-AIAI) (pp. 19-22). IEEE. DOI 10.1109/ IC-AIAI48757.2019.00010
  • Arsovski, S., Wong, S., & Cheok, A. D. (2018). Open-Domain Neural Conversational Agents: The Step Towards Artificial General Intelligence. International Journal of Advanced Computer Science and Applications, 9(6), 402-408. doi:10.14569/ijacsa.2018.090654
  • Ashfaq, M., Yun, J., Yu, S., & Loureiro, S. M. C. (2020). I, Chatbot: Modeling The Determinants Of Users’ Satisfaction And Continuance Intention Of AI-Powered Service Agents. Telematics and Informatics, 54, 101473. https:// doi.org/10.1016/j.tele.2020.101473
  • Aslam, U. (2023). Understanding The Usability Of Retail Fashion Brand Chatbots: Evidence From Customer Expectations And Experiences. Journal of Retailing and Consumer Services, 74, 103377. https://doi.org/10.1016/j. jretconser.2023.103377
  • Aslan, E. Ş., & Kolancı, D. (2018). Semantik Web’in Marka İtibarına Etkisi Üzerine Bir Araştırma. The Journal of International Scientific Researches, 3(4), 208-220.
  • Bakır, N., O., & Safarzade, G. (2020). Marka İtibarının Daha Fazla Ödeme Niyetine Etkisi: Marka Aşkının Aracılık Rolü ve Nike Markası Üzerine Bir Araştırma, Sosyal Bilimler Dergisi, (5) 2, 149-172.
  • Banerjee, S., & Banerjee, B. (2023). College Teachers’ Anxiety Towards Artificial Intelligence: A Comparative Study. Research Review International Journal of Multidisciplinary, 8(5), 36-43. https://doi.org/10.31305/rrijm.2023.v08. n05.005
  • Baskoro, G., Mariza, I., & Sutapa, I. N. (2023). Innovation To Improve Critical Thinking Skills in The Generation Z Using Peeragogy As a Learning Approach and Artificial Intelligence (AI) As A Tool. Jurnal Teknik Industri, 25(2), 121-130. https://doi.org/10.9744/jti.25.2.121-130
  • Bozkurt, S. (2023), Process Makro ile Aracılık, Düzenleyicilik, ve Durumsal Etki Analizlari (SPSS Uygulamalı), Ekin Yayınevi, Bursa.
  • Cheng, Y., & Jiang, H. (2021). Customer–Brand Relationship in The Era of Artificial Intelligence: Understanding The Role of Chatbot Marketing Efforts. Journal of Product &Amp; Brand Management, 31(2), 252-264. https://doi.org/10.1108/JPBM-05-2020-2907
  • Chung, M., Ko, E., Joung, H., & Kim, S. J. (2020). Chatbot E-Service And Customer Satisfaction Regarding Luxury Brands. Journal of Business Research, 117, 587-595. https://doi.org/10.1016/j.jbusres.2018.10.004
  • Cugurullo, F., & Acheampong, R. A. (2023). Fear of AI: An Inquiry into The Adoption Of Autonomous Cars in Spite Of Fear, And A Theoretical Framework For The Study Of Artificial Intelligence Technology Acceptance. AI & SOCIETY, 1-16. https://doi.org/10.1007/s00146-022-01598-6
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  • Çobanoğlu, A., & Oğuzhan, H. (2023). Artificial Intelligence Anxiety of Nurses and Related Factors. Gümüşhane Üniversitesi Sağlık Bilimleri Dergisi, 12(4), 1846-1854.
  • Davenport, T., Guha, A., Grewal, D., & Bressgott, T. (2020). How Artificial Intelligence Will Change The Future Of Marketing. Journal of the Academy of Marketing Science, 48, 24-42. https://doi.org/10.1007/s11747-019- 00696-0
  • Duran, C. (2021). Yapay Zekâ Temelli Pazarlama: Geleneksel Pazarlamanın Sonu Mu? Ö. İyigün, Ö. & Yılmaz, M.K. (Düz.) içinde, Yapay Zekâ Güncel Yaklaşımlar ve Uygulamalar (s. 31-50). İstanbul: Beta Kitap.
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There are 66 citations in total.

Details

Primary Language Turkish
Subjects Digital Marketing, Marketing Technology, Consumer Behaviour
Journal Section Research Articles
Authors

Selman Temiz 0000-0001-7899-9625

Alperen Timuçin Sönmez 0000-0002-1988-5924

Ramazan Kurtoğlu 0000-0001-7213-0400

Publication Date January 31, 2025
Submission Date July 16, 2024
Acceptance Date December 10, 2024
Published in Issue Year 2025 Volume: 18 Issue: 1

Cite

APA Temiz, S., Sönmez, A. T., & Kurtoğlu, R. (2025). YAPAY ZEKÂ KAYGISI, MEMNUNİYET İLE MARKA İTİBARI ARASINDAKİ İLİŞKİYİ DEĞİŞTİRİR Mİ? İŞLETMELERİN SUNDUĞU CHATBOT (SANAL ASİSTAN) HİZMETLERİ ÜZERİNE BİR ARAŞTIRMA. Pazarlama Ve Pazarlama Araştırmaları Dergisi, 18(1), 243-276.
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