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

Öz

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.

Anahtar Kelimeler

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

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

Öz

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.

Anahtar Kelimeler

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

Kaynakça

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