Consumer and Organizational Behavior in the Age of AI

Kittisak Wongmahesak (North Bangkok University, Thailand), Nattharawee Phongkraphan (Yala Rajabhat University, Thailand), and Nutnapha Lekhawichit (Yala Rajabhat University, Thailand)

Indexed In: SCOPUS

Publication Status: E-Book and Print Version Available for Purchase

ISBN13: 9798369388501

ISBN13 Softcover: 9798369388518

EISBN13: 9798369388525

DOI: 10.4018/979-8-3693-8850-1

Description:

The rapidly evolving landscape of artificial intelligence (AI) has created unprecedented shifts in nearly all aspects of business and life. To manage human resources more effectively, understanding the intersection of consumer behavior and organizational management has never been more crucial. By synthesizing the latest research and practical applications, managers will be equipped with the tools necessary to lead and innovate in their respective fields.

Consumer and Organizational Behavior in the Age of AI represents a comprehensive and interdisciplinary effort to provide a deep understanding of these dynamics, offering strategies to address challenges, plan strategically, execute effectively, and measure performance for continuous improvement across public, private, and civil society sectors. Covering topics such as crisis management, firm strategy, and purchase intention, this book is an excellent resource for organizational leaders, managers, human resource managers, academicians, graduate and postgraduate students, educators, and more.

Coverage:

The many academic areas covered in this publication include, but are not limited to:

Artificial Intelligence (AI)
Crisis Management
Customer Engagement
Customer Satisfaction
Deep Learning
Firm Strategy
Human Resource Development
Leadership
Machine Learning (ML)
Organizational Culture
Purchase Intention
Sustainable Decision Making
User and Entity Behavior

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Reviews

Businesses need help to keep their consumer base in an era where decision-making is based on data. The study uses AI-ML algorithms to forecast customer attrition, a crucial component of customer relationship management. The report emphasizes appropriate AI-ML methods by giving openness and fairness in customer data analysis top priority while adhering to ethical principles.

– Dr. Nilamadhab Mishra

Consumer and Organizational Behavior in the Age of AI distinguishes itself through its focus on the intersection of AI and consumer/organizational behavior—a relatively under-researched area. The book incorporates innovative methodologies like Partial Least Squares Structural Equation Modeling (PLS-SEM) and multigroup analysis, reflecting cutting-edge research. This approach, combined with timely publication, embodies the publisher's "Publishing Tomorrow's Research Today" ethos, providing up-to-date insights into a rapidly evolving field.

– Dr. Kittisak Jermsittiparsert, Shinawatra University, Thailand

Kittisak Wongmahesak lectures at North Bangkok University's Faculty of Political Science and directs the Association of Legal & Political Studies. He is also a Research Fellow at Shinawatra University in Thailand and Universiti Sultan Zainal Abidin in Malaysia. His academic influence also extends to Indonesia, where he holds roles such as Adjunct Professor at Sekolah Tinggi Ilmu Administrasi Abdul Haris and various other Indonesian universities, including Universitas Muhammadiyah Sinjai, Makassar, and Sidenreng Rappang. He has served as a Full Professor of Public Administration at Huanghe Business School, Henan University of Economics and Law in China, and University of City Island, Cyprus. Furthermore, he was an Adjunct Researcher at Vietnam’s Ton Duc Thang University and Duy Tan University.

Nattharawee Phongkraphan earned a bachelor degree in Marketing and a master degree in Accounting from Sripatum University, Thailand. She holds a Ph.D. in Natural Resources and Environmental Management from Yala Rajabhat University, Thailand. She currently is a lecturer at the Faculty of Management Sciences, Yala Rajabhat University. Her areas of expertise are accounting research, profit planning and control, and auditing.

Nutnapha Lekhawichit earned a bachelor degree in Management and a master degree in International Business Management from Siam University, Thailand. She holds a Ph.D. in Management from Rajamangala University of Technology Thanyaburi, Thailand. She currently is a lecturer at the Faculty of Management Sciences, Yala Rajabhat University, Thailand. Her areas of expertise are marketing, business management, organizational management, international management, sustainable business, and local enterprise development.

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