Keywords
predictive analytics
automation
customer engagement
customer experience
How to Cite
Abstract
This article examines how artificial intelligence (AI) improves customer experience in the telecommunications sector, focusing on predictive analytics and AI-driven automation. While prior research has examined these AI-enabled capabilities separately, limited empirical evidence exists regarding their integrated influence on customer engagement and customer experience. A quantitative approach was used, and data were collected through a structured survey of mobile service customers. Three hypotheses were tested to analyze the relationships between predictive analytics, automation, customer engagement, and customer experience. The findings show that predictive analytics supports automation by improving the use of customer data, while automation has a stronger effect on customer engagement. Customer engagement emerged as the strongest contributor to customer experience. The study contributes to the literature by providing empirical evidence of the interconnected role of these AI-driven capabilities within a unified framework. Practically, the results suggest that phone carriers should integrate data analysis, automation, and engagement tools to deliver more responsive and personalized customer interactions.
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