HOW ARTIFICIAL INTELLIGENCE-POWERED CHATBOTS INFLUENCE CUSTOMER EXPERIENCE AND LOYALTY IN TELECOMMUNICATIONS: A CASE STUDY OF MOROCCO

Rita EL Guermai, Abdelfattah Jamal, Bouchra Benraiss and Andrada-Melania Oprea
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Rita EL Guermai: Cadi Ayyad University, Marrakech, Morocco
Abdelfattah Jamal: Cadi Ayyad University, Marrakech, Morocco
Bouchra Benraiss: University Sidi Mohamed Ben Abdellah, Fes, Morocco
Andrada-Melania Oprea: University of Craiova, Craiova, Romania

Management and Marketing Journal, 2025, vol. XXIII, issue 2, 272-290

Abstract: The integration of AI-based chatbots, referred to as “conversational agents,” is considered a tool that addresses various user needs, from responding to requests for information to assisting with problems or bottlenecks. Many chatbots developed by companies over recent years have incorporated Artificial Intelligence to improve communication and outcomes with users. Additionally, numerous benefits are associated with these intelligent algorithms, including automation, increased client focus, and an overall enhanced customer experience. Companies that adopt these disruptive technologies have already benefited from increased customer satisfaction, improved business efficiency, and more sophisticated marketing strategies. Given the impact of artificial intelligence on chatbots, the aim is to analyze the consequences for companies in the telecom sector, particularly in terms of marketing strategies, customer experience, and productivity in Morocco. Qualitative research, conducted through semi-structured interviews, was carried out with fifteen selected participants, including marketing managers and other key figures from Moroccan telecom companies that employ AI-powered chatbots. The findings highlight the positive changes observed in customer care and marketing optimization, particularly within the Moroccan telecommunications industry. While these tools enhance levels of personalization and streamline certain processes, the sector continues to face challenges, particularly in adapting to local linguistic and cultural contexts.

Keywords: Artificial Intelligence; Chatbots; Marketing Strategies; Telecommunications; Morocco (search for similar items in EconPapers)
Date: 2025
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