Yapay zekâ ile entegre edilmiş müşteri yolculuğunun müşteri deneyimine etkisi

Artificial Intelligence (AI) transforms customer interactions by improving how businesses connect with consumers at different customer journey stages. This study aims to analyze the stages of customer interaction during the customer journey in the era of AI. The essential stages of the customer journey encompass customer awareness, consideration, purchase, and post-purchase experiences. The study employs a quantitative research design, utilizing a self-administered questionnaire to collect data from 352 participants. Convenience sampling was employed to guarantee diverse industry representation, thereby augmenting the generalizability of the results. Exploratory Factor Analysis (EFA) confirmed the construct validity of the measurement instrument, with reliability of 0.864. Descriptive statistics revealed that customer awareness of AI's role scored the highest mean, followed by strong customer trust in AI's personalized recommendations, and AI-driven purchase inquiries. Inferential statistics, including t-tests and ANOVA, confirmed that demographic variables such as gender, age, marital status, employment status, and income did not significantly affect customer perceptions of AI's role. The multiple regression analysis identified customer awareness, and customer consideration as the most influential predictors of customer experience. The overall model explained 45.9% of the variance in customer experience. The study suggests businesses enhance AI transparency and reliability, augmenting AI's function in post-purchase engagements to cultivate increased customer trust, especially in AI-driven decision-making and recommendation systems. Keywords: Artificial Intelligence, Customer Journey, Customer Experience