Artificial Intelligence-Enabled Customer Experience: A Bibliometric Analysis of Research Trends

Öz

This study maps the intellectual and conceptual structure of the artificial intelligence-powered customer experience literature within the marketing domain. Bibliometric data were retrieved from the Web of Science database. A bibliometric analysis was conducted on 1,048 documents using VOSviewer software; thematic clusters were identified through keyword co-occurrence analysis, and the field's intellectual foundation was determined through co-citation analysis. Furthermore, collaboration patterns, current research fronts, and temporal dynamics were evaluated through co-authorship, bibliographic coupling, and citation overlay visualizations. The findings indicate that publication and citation momentum accelerated after 2019, with a significant surge observed during the 2023–2025 period. The conceptual map reveals interconnected clusters comprising customer engagement and satisfaction outcomes, personalization and customer journey design, conversational service interactions, digital transformation and analytical methods, and themes of privacy, ethics, and perceived risk. Consequently, by integrating the fragmented literature, this study proposes a cumulative research agenda for future investigations into AI-powered customer experience.

Anahtar Kelimeler

• AI-enabled customer experience
• conversational agents
• digital transformation
• bibliometric analysis
• VOSviewer.

Yapay Zeka Destekli Müşteri Deneyimi: Araştırma Eğilimlerinin Bibliyometrik Analizi

Öz

Bu çalışma, pazarlama alanında yapay zekâ destekli müşteri deneyimi yazınının entelektüel ve kavramsal yapısını bibliyometrik haritalama ile incelemektedir. Veriler Web of Science Core Collection’dan elde edilmiştir. İlk taramada belirlenen 1.545 kayıttan 2026 yılına ait 72 kayıt çıkarılmış; doküman türü ve dil filtreleri sonrasında nihai örneklem 1.048 İngilizce dergi makalesinden oluşmuştur. Analizler VOSviewer kullanılarak gerçekleştirilmiş; anahtar kelime eş-oluşum analiziyle tematik kümeler belirlenmiş, ortak atıf analiziyle alanın entelektüel temeli ortaya konmuş, ortak yazarlık, bibliyografik eşleşme ve atıf zaman katmanı görselleştirmeleriyle işbirliği örüntüleri, güncel araştırma cepheleri ve zamansal dinamikler değerlendirilmiştir. Bulgular, 2019 sonrasında yayın ve atıf ivmesinin hızlandığını ve 2023–2025 döneminde belirgin bir sıçrama yaşandığını göstermektedir. Kavramsal harita; müşteri etkileşimi ve memnuniyet çıktıları, kişiselleştirme ve müşteri yolculuğu tasarımı, sohbet tabanlı hizmet etkileşimleri, dijital dönüşüm ve analitik yöntemler ile mahremiyet, etik ve algılanan risk temalarının birbirine bağlı kümeler oluşturduğunu ortaya koymaktadır. Sonuçlar, parçalı literatürü bütünleştirerek kümülatif bir araştırma gündemi önermektedir.

Anahtar Kelimeler

• yapay zeka destekli müşteri deneyimi
• sohbet tabanlı sistemler
• dijital dönüşüm
• bibliyometrik analiz
• VOSviewer

Kaynakça

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