Developing a Marketing Transformation Model Based on Artificial Intelligence, Organizational Learning, and Predictive Customer Behavior Analytics in Knowledge-Based Companies
Keywords:
Marketing Transformation, Artificial Intelligence, Organizational Learning, Predictive Customer Behavior Analytics, Knowledge, Based Companies, Organizational PerformanceAbstract
This study aimed to develop and validate a marketing transformation model based on artificial intelligence, organizational learning, and predictive customer behavior analytics in knowledge-based companies. This study employed an exploratory sequential mixed-methods design. In the qualitative phase, semi-structured interviews were conducted with 18 experts in marketing, artificial intelligence, digital transformation, and managers of knowledge-based companies in Tehran. The qualitative data were analyzed using thematic analysis. In the quantitative phase, the population consisted of managers and specialists working in knowledge-based companies in Tehran, from which 384 participants were selected through stratified random sampling. Data were collected using a researcher-developed questionnaire derived from the qualitative findings. Content validity, confirmatory factor analysis, Cronbach’s alpha, and composite reliability were used to assess the instrument’s validity and reliability. Data analysis was performed using SPSS 27 and SmartPLS 4 through structural equation modeling. The results revealed that artificial intelligence capabilities had a significant positive effect on marketing transformation (β=0.43, p<0.001). Organizational learning (β=0.31, p<0.001) and predictive customer behavior analytics (β=0.38, p<0.001) also significantly influenced marketing transformation. Furthermore, marketing transformation exerted a significant positive effect on organizational performance (β=0.57, p<0.001). The proposed model demonstrated satisfactory fit indices (SRMR=0.054, NFI=0.913). The independent variables explained 69% of the variance in marketing transformation and 57% of the variance in organizational performance. The findings indicate that marketing transformation in knowledge-based companies is driven by the combined effects of artificial intelligence capabilities, organizational learning, and predictive customer behavior analytics. Simultaneous development of AI infrastructure, organizational learning capacities, and data analytics capabilities can facilitate sustainable competitive advantage and improved organizational performance. Therefore, managers should adopt an integrated technology-, knowledge-, and data-driven approach to marketing transformation.
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