The Impact Of Artificial Intelligence Technologies On Improving Customer Perceived Value: An Applied Study On Telecom Egypt Customers In The Upper Egypt Sector

Abstract

This study investigates the impact of artificial intelligence (AI) technologies on improving customer perceived value (CPV)  in the telecommunications sector, with as a mediating variable. Focusing on Telecom Egypt customers in the Southern Upper Egypt sector (Aswan, Luxor, and Qena governorates), the research employs a descriptive-analytical approach with a stratified random sample of 384 customers. The study confirms direct positive effects of AI technologies—intelligent agents, visual aids, big data analytics, and artificial neural networks—on (CPV) dimensions (emotional, financial, social, and functional value). A structural model is proposed to elucidate these relationship, offering practical implications for enhancing competitive strategies in telecommunications. The study contributes to the literature by integrating AI, CPV, in a novel model within the Egyptian context, addressing a gap in academic research and providing actionable insights for Telecom Egypt.