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CORPORATE SOCIAL RESPONSIBILITY AND CUSTOMER SATISFACTION: ROLE OF ARTIFICIAL INTELLIGENCE
Abstract
Every corporation for maintaining long- term customer relationships in terms of customer retention and loyalty, certainly considers customer satisfaction as one of its major objective as it not results into retaining the customers who generate the revenues but also supports the business firms to relieve their social obligations towards the customer segment of the society. To remain economically and socially viable, every firm is looking forward to incorporate the customer satisfaction in its Corporate Social Responsibility (CSR) agenda so as to achieve the objective of enhanced customer satisfaction. The rapid advancement in Artificial Intelligence (AI) has opened the new ways to perform CSR in times of competitive environment to bring increased customer satisfaction for several firms. Many companies are using AI strategically to enhance CSR efficiency to widen the scope for improved customer satisfaction. But the question arises here how companies can make use of AI techniques for increasing the customer satisfaction through CSR in this competitive environment? The objective of the present research paper is to address this question by proposing that applicability of AI techniques such as machine learning, neural networks, predictive analysis ,visual searching ,chatbots ,sentiment analysis etc., will help the corporations to deliver the abundant benefits to customers and target increased customer satisfaction. This research throws light on that how AI driven CSR will result into augmented customer satisfaction in this competitive environment. This study is carried out by with the help of secondary sources like conceptual and empirical papers, books and websites to explore the concept.
Keywords: Corporate Social Responsibility, Customer Satisfaction, Artificial Intelligence.