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Enhancing value in customer journey by considering the (ad)option of artificial intelligence tools

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  • Dhiman, Neeraj
  • Jamwal, Mohit
  • Kumar, Ajay

Abstract

Artificial intelligence(AI) technologies are revolutionizing the customer journey remarkably. Current research employsextended value-based adoption model (VAM) incorporating mediating and moderating variables to predict the adoption intentions of AI technologies. Using a structured questionnaire, 392 responses were collected and analyzed using partial least square structural equation modelling. Results showed that AI technology's usefulness, fascinating features, and trustpositively impact its value in customers' eyes. Technological anxiety related to AI dampensAI tools’ value. Making AI tools human like (anthropomorphic) do not enhance its value. This study establishes that the value associated with AI tools leads to relationship (parasocial) formation with them and itincreases the possibility of AI technologies use. Study showed that the users who have different liking towards AI tools usage (AI fans, detractors and indifferent) influence the relationship between AI tools’ value and intentions to use AI differently. The study further offers valuable theoretical and practical implications.

Suggested Citation

  • Dhiman, Neeraj & Jamwal, Mohit & Kumar, Ajay, 2023. "Enhancing value in customer journey by considering the (ad)option of artificial intelligence tools," Journal of Business Research, Elsevier, vol. 167(C).
    • Handle: RePEc:eee:jbrese:v:167:y:2023:i:c:s0148296323005015
    DOI: 10.1016/j.jbusres.2023.114142
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