The Impact of AI, Machine Learning, and Big Data on Customer Satisfaction and Loyalty

Abstract

This research aims to investigate the impact of artificial intelligence, machine learning, and big data analytics on customer satisfaction and loyalty. The main objective is to measure how these technologies collectively effects positively on enhancing tourism companies’ ability to respond effectively for changing based on customer needs and market conditions. The study was conducted by distributing a questionnaire through google forms, which was sent by email to tourism offices in Jordan, yielding 234 valid responses for statistical analysis. The dimensions used to measure ai included model accuracy, prediction speed, and algorithm complexity; for machine learning, dimensions were training duration, hyper parameter tuning, and model robustness; and for big data analytics, dimensions were data volume, query latency, and parallel processing. The research main objective represented by the result that indicate that the application of these technologies positively and significantly affect customer satisfaction and loyalty in the tourism sector. Finally, the study arrived to the fact that applying artificial intelligence, machine learning, and big data analytics is considered important key for tourism companies to efficiently process huge amounts of data, adapt to rapidly changing conditions, and maintain a competitive edge in a dynamic market.