The impact of integrating artificial intelligence technologies on enhancing customer experience -A case study of a sample of customers of mobile telecommunications operators in Algeria -

Abstract

This study examines the impact of integrating artificial intelligence (AI) technologies on enhancing the customer experience among mobile telecommunications operators in Algeria. It focuses on four key AI applications: chatbots, smart personalization, data analytics, and automation. A descriptive-analytical approach was adopted, and data were collected through a questionnaire administered to a sample of 93 customers of mobile telecommunications operators.

The findings reveal thaï AI integration has a positive and statistically significant effect on customer experience, particularly in improving responsiveness, perceived service quality, customer satisfaction, customer loyalty, and trust. Based on these results, the study recommends that mobile telecommunications companies increase their investment in AI technologies, strengthen their digital infrastructure, and expand the adoption of intelligent customer service solutions to enhance customer interactions and achieve a sustainable competitive advantage.