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- W3216339906 abstract "This study aims to explain the role of big data analytics and artificial intelligence (AI) adoption incoffee shops in Krabi its an effect on brand authenticity, brand sentiment, and customer services.The data was collected through in-depth interviews from six purposive samples of coffee shopowners in Krabi. The study findings show that coffee shop owners perceived big data analyticsand artificial intelligence (AI) as necessary for businesses. The implementation of new technologies and transforming the coffee shop into digital enterprises aid success. The results could benefitcoffee shop owners by improving their brand authenticity-brand sentiment and services to respondto customer behavior in a digital era. Furthermore, owners in any industry could improve dataanalytics and artificial intelligence (AI) management to adapt the business model to their consumerbehavior and increase customer satisfaction and loyalty. Finally, high business performance willincur." @default.
- W3216339906 created "2021-12-06" @default.
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- W3216339906 date "2021-10-17" @default.
- W3216339906 modified "2023-09-24" @default.
- W3216339906 title "The Role of Big Data Analytics in Influencing Artificial Intelligence (AI) Adoption for Coffee Shops in Krabi, Thailand" @default.
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