Purpose

In an era where complex technological advances increasingly govern service delivery, it is incumbent on service firms to pioneer innovative strategies to sustain customer engagement and cultivate loyalty. This conceptual paper examines the transformative potential of artificial intelligence (AI) in the realm of online customer communities, with a particular focus on its creation, management and enhancement facets. The authors explore how AI can revolutionize the dynamics of customer interaction, feedback mechanisms and overall engagement within the service industry.

Design/methodology/approach

This conceptual paper draws from marketing and management literature focusing on customer communities and AI in service and customer engagement contexts with a robust future research agenda.

Findings

A classification of online customer community engagement is provided along with a conceptual framework to guide our understanding of the integration of AI into online customer communities.

Originality/value

This exploration underscores the imperative for service firms to embrace AI-driven approaches to online customer community management, not only as a means to optimize their operations but as a vital strategy to stay competitive in the ever-evolving digital landscape. This paper examines the novel combination of AI with online customer communities and provides the framework in the form of an input-process-output (IPO) model for future research into this integration.

中文翻译：

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在公司生成的在线客户社区中利用人工智能：框架和未来的研究议程

目的

在复杂的技术进步日益主导服务交付的时代，服务公司有责任开拓创新战略来维持客户参与度和培养忠诚度。这篇概念性论文探讨了人工智能 (AI) 在在线客户社区领域的变革潜力，特别关注其创建、管理和增强方面。作者探讨了人工智能如何彻底改变服务行业内客户互动、反馈机制和整体参与的动态。

设计/方法论/途径

这篇概念性论文借鉴了营销和管理文献，重点关注客户社区以及服务和客户参与环境中的人工智能，并制定了强有力的未来研究议程。

发现

提供了在线客户社区参与的分类以及概念框架，以指导我们对人工智能融入在线客户社区的理解。

原创性/价值

这一探索强调了服务公司必须采用人工智能驱动的在线客户社区管理方法，这不仅是优化运营的手段，也是在不断发展的数字环境中保持竞争力的重要战略。本文研究了人工智能与在线客户社区的新颖结合，并以输入-过程-输出（IPO）模型的形式提供了框架，以供未来研究这种集成。