The Mediating Role of Customer Experience in the Relationship Between Artificial Intelligence Marketing and the Corporate Image of Ride-Sharing Transportation Companies Through Smart Applications in Algeria.

Abstract

This study examined the effect of artificial intelligence marketing on the corporate image of ride-sharing transportation companies in Algeria, with customer experience acting as a mediating variable. To achieve the study objectives, 210 suitable questionnaires were analysed, representing a response rate of 97.67%. The data were analysed using AMOS V.24 and SPSS V.26.

The results showed a direct effect of artificial intelligence marketing on the customer experience of ride-sharing transportation companies through smart applications in Algeria. The study also found a direct effect of customers’ experience of these companies on their corporate image. Finally, the findings indicated an indirect effect of artificial intelligence marketing on the corporate image of the companies under study via customer experience. Based on these results, the study presented a set of recommendations.