AI-Enabled Segmentation Targeting and Positioning (STP) in the Service Industry-Reference-Cited by-同舟云学术

AI-Enabled Segmentation Targeting and Positioning (STP) in the Service Industry

Published:2024-07-26 Issue: Volume: Page:65-86
ISSN:2327-5502
Container-title:Advances in Marketing, Customer Relationship Management, and E-Services
language:
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Author:

Pandey Udit Kumar¹^ORCID,Thakur Sujata¹,Chaturvedi Rohit²^ORCID,Joshi Bhavesh³

Affiliation:

1. Graphic Era Hill University, Haldwani, India

2. Department of Management Studies, Bhimtal, India

3. Graphic Era Hill University, Bhimtal, India

Abstract

Widespread service sector has scattered customer base with their unique requirements. Addressing the needs with right proposition to the customer is a challenge and have significant scope for the technology driven practices. Artificial intelligence provides an advantage to the services with the use of database regarding the customers. The heterogeneous group of customers cannot be catered by the marketer without the knowledge of the market and customers prior. The application of AI provides an edge to the services for better estimation of customer choices and services categorization according to customer groups. The present chapter examines the scope of AI in the field of service marketing in special reference to segmentation, targeting, and positioning (STP). The theories, previous research work, and analysis work by the researchers will try to address the integration of AI in service industry for STP.

Publisher

IGI Global

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