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This paper aims to create a conceptual model of the role of artificial intelligence (AI) in increasing customer satisfaction and contributing to brand loyalty through positive word of mouth (WOM). In the world of artificial intelligence (AI), service quality, system quality, and information quality are important factors that influence customer satisfaction. Furthermore, customer satisfaction will encourage positive WOM which will encourage increased brand loyalty. This article presents a conceptual model framework that explains the relationships between these variables. Also discussed are the implications and directions for future research.

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Developing Brand Loyalty in AI-Driven Markets: A Conceptual Model

  • 会议论文

  • 发表日期：

    2025年

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  • Patria Laksamana,
  • Suharyanto Suharyanto,
  • Saripudin Saripudin,
  • Yohanes Ferry Cahaya

摘要

This paper aims to create a conceptual model of the role of artificial intelligence (AI) in increasing customer satisfaction and contributing to brand loyalty through positive word of mouth (WOM). In the world of artificial intelligence (AI), service quality, system quality, and information quality are important factors that influence customer satisfaction. Furthermore, customer satisfaction will encourage positive WOM which will encourage increased brand loyalty. This article presents a conceptual model framework that explains the relationships between these variables. Also discussed are the implications and directions for future research.