The Impact Of Applying Artificial Intelligence On Electronic Services Marketing In Governmental Sector In Palestine

Abstract

Artificial intelligence has evolved at a faster-than-average rate, making intelligent chatbots an agent of change in digital marketing, especially when it comes to improving customer experience and facilitating sustainable engagement. In developing the conceptual framework, this paper seeks to understand how intelligent chatbots impact customer experience in the framework of sustainably marketing business using digital marketing modes. Based on the theories of Technology Acceptance Model (TAM) and Stimulus- Organism- Response (S-O-R), the paper establishes important mediating factors or means that act to mediate the relationship between chatbot interactions and customer attitudes, which include trust, personalization, customer satisfaction and emotional involvement. It further tests such moderating conditions as digital literacy, privacy issue, industry sector, and financial organization marketing level, that can enhance or undermine these connections. The contribution to theory is made by combining mediation and moderation considerations in discussing how chatbots can be used as part of long-term customer loyalty and customer satisfaction plans and help sustainability issues in Internet strategies. Besides filling such research gaps related to a connection between psychological processes and contextual circumstances, the proposed model can introduce such a practical implication to a marketer, who aims to maximize the use of chatbots. The outcomes contribute to the theory and practice since intelligent chatbots are defined based on their strategic capabilities of enabling customer-centric and sustainable digital marketing. They indicate future research directions that can be utilized to empirically confirm the framework applied to various industries and cultures.