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Customer Citizenship Behavior on Business Performance: Artificial Intelligence as Moderation in Smes

Year: 2025

Type: article

Abstract: The purpose of this study is to analyze the influence of Customer Experience (CE) and Brand Commitment (BC) on Business Performance (BP) and to examine the mediating role of Customer Citizenship Behavior (CCB). The study also aims to evaluate the moderating role of Artificial Intelligence (AI) in the relationship between CE and BC with BP. This research employs a quantitative approach with a survey design. The sample consists of 150 MSMEs in Tasikmalaya City, analyzed using SEM-SmartPLS4. The findings reveal that CE and BC have a positive and significant effect on CCB and BP. Additionally, CCB has a positive and significant impact on BP and mediates the influence of CE and BC on BP. However, AI does not moderate the relationships between CE and BP or BC and BP.

Source: Jurnal Riset Bisnis dan Manajemen

DOI: 10.23969/jrbm.v18i1.17383

Authors: Andyan Utama, Aldina Shiratina, Eri Marlapa, Anees Ali

Institution: Mercu Buana University

Language: English

Topic: Customer Service Quality and Loyalty

Subfield: Organizational Behavior and Human Resource Management

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4407813824

FWCI: 1.313

Cites:

Cited by: 1

Related to: 10