Exploring Paths Between AI-Adoption Level of Service Firms and Customer Satisfaction: The Mediating Effect of Corporate Brand Image

Sarp S.

International Congress on Digital Business, Management & Economics ​, Mersin, Turkey, 9 - 11 September 2022, pp.216-217

  • Publication Type: Conference Paper / Summary Text
  • City: Mersin
  • Country: Turkey
  • Page Numbers: pp.216-217
  • Abdullah Gül University Affiliated: Yes


In the rapidly changing and competitive markets, service companies need to differentiate themselves from their competitors to gain a competitive advantage. Therefore, service firms are constantly focusing on building a strong image by improving service quality, customer value, customer satisfaction and loyalty. In recent years, the extensive usage of technology helps firms to expand their market and create a global brand image. AI technology adoption is becoming more common in many service industries such as hospitality, health, education, banking, communications, and restaurants. AI technology usage improves the customer experience and perception, so the firms need to revise their corporate brand image management accordingly. Therefore, it is necessary to explore the relationship between the AI adoption level of firms and their corporate brand image. By focusing on customer views, we will conduct literature review and confirm the relation between constructs. By reviewing the existing literature, this study aims to propose a new conceptual model to understand how the AI adoption level of firms influences the corporate brand image and customer satisfaction. The theoretical contribution of this study is to fulfil the gap in the corporate brand image literature by exploring the effect of the AI adoption level of service firms and proposing a new conceptual model. The managerial implications of the study for practitioners are to shed light on how their AI-adoption level changes perceived corporate brand image and customer satisfaction.

Keywords: Artificial intelligence, corporate brand image, customer satisfaction, marketing