Year: 2025
Type: article
Abstract: Deep understanding of customer behavior and needs is crucial for businesses to respond and deliver a good experience, which is important for their competitive capability. This research aims to study the benefits, challenges, and methods of assessing the impact of using Generative AI in small and medium-sized enterprises (SMEs). The study employs documentary research and in-depth interviews with three individuals experienced in using Generative AI in customer service, selected through purposive sampling. Content analysis was used to evaluate and synthesize the data. The research findings indicate that Generative AI helps improve customer experience by personalizing interactions, enhancing work efficiency, and predicting customer behavior to design appropriate marketing strategies. However, the implementation of Generative AI in SMEs faces challenges in data security, privacy, AI model accuracy, and the readiness of organizational resources and personnel. The impact of Generative AI on customer experience and loyalty can be assessed through its use in real-time customer data analysis, the ability to respond to customer needs, and the development and improvement of service quality based on the analysis of customer feedback or complaints. This research demonstrates how SMEs can use generative AI to manage and provide customer experiences in order to build loyalty and maintain a competitive edge.
Author: Morawan, Thammasorn
Institution: Bangkok University
Language: Thai
Topic: AI in Service Interactions
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W7215192544