Investigating the Impact of Customer Value Creation on Performance Indicators based on the Role of Artificial Intelligence Marketing in Knowledge-Based Companies of Tehran Province

Abstract

Objective: Artificial intelligence, along with data science and analytical solutions, plays an important role in the management of many organizations today. As a result, the present study was conducted with the aim of investigating the impact of customer value creation on performance indicators based on the role of artificial intelligence marketing in knowledge-based companies of Tehran province. Methodology: The present research method was a descriptive from type of survey, which its population consisted of managers and employees of knowledge-based companies of Tehran province, and the sample size based on the Krejcie and Morgan table was determined 384 people, which were selected by simple random sampling method. The collection tools of the present research were including the questionnaire of customer value creation (4 items) developed by Wu & Monfort (2022) and questionnaires of performance indicators (32 items in 4 components of financial performance, customer performance, internal business process performance and growth and learning performance), and artificial intelligence marketing (6 items) developed by Abrokwah-Larbi & Awuku-Larbi (2024). The data of this study were analyzed by exploratory factor analysis and structural equation modeling methods in SPSS-24 and Smart PLS-3 software.  Findings: The findings of this study showed that the factor loading of all items of the questionnaires was higher than 0.70, the content validity ratio of all variables was higher than 0.90, the mean extracted variance of all variables was higher than 0.50, and the Cronbach's alpha of all variables was higher than 0.80. Also, the model of the impact of customer value creation on performance indicators based on the role of artificial intelligence marketing in knowledge-based companies had an acceptable fit, and in this model, customer value creation had a direct and significant impact on artificial intelligence marketing and indicators of financial performance, customer performance, internal business process performance and growth and learning performance and artificial intelligence marketing had a direct and significant impact on indicators of financial performance, customer performance, internal business process performance and growth and learning performance (P<0.05). In addition, customer value creation based on the role of artificial intelligence marketing had an indirect and significant impact on indicators of financial performance, customer performance, internal business process performance and growth and learning performance (P<0.05). Conclusion: The results of the present study showed that customer value creation directly and indirectly through artificial intelligence marketing had an impact on increasing indicators of financial performance, customer performance, internal business process performance and growth and learning performance. As a result, to improve performance indicators should be used customer value creation and artificial intelligence marketing.