Neural Networks and Customer Connectivity

Abstract

This chapter delves into the integration of AI-driven technologies, particularly neural networks, into service marketing to enhance customer connectivity. It explores the fundamentals of neural networks, including their basic concepts, types, and training methods, and demonstrates their practical applications in marketing through personalised recommendations, customer segmentation, and churn prediction. Real-world case studies from e-commerce, retail, and financial services highlight the strategic benefits and improved business outcomes achieved through neural networks. The chapter also addresses critical ethical considerations, such as ensuring data privacy and security, mitigating biases, maintaining fairness, and fostering transparency to build and sustain customer trust. By combining technological innovation with ethical responsibility, businesses can leverage neural networks to drive customer satisfaction, loyalty, and competitive advantage, while contributing to a more equitable and trustworthy digital ecosystem.