Harigunac, Taqwa; Athapol Ruangkanjanases - In: Data science and management : DSM 7 (2024) 3, pp. 155-163
The purpose of this research is to examine the impact of artificial intelligence (AI) on customer performance and identify the factors contributing to its effectiveness by employing a quantitative approach, specifically the partial least squares method, to test the hypotheses and explore the...