واکاوی الزامات و تأثیرات کاربست هوش مصنوعی در سیستم های ارتباط با مشتری در بنگاه های مالی و اعتباری (مورد مطالعه: بانک صادرات ایران)
محورهای موضوعی : پردازش چند رسانه ای، سیستمهای ارتباطی، سیستمهای هوشمندسید مهدی حسینی 1 , نادر صادقی لواسانی نیا 2 * , لیلا نیرومند 3
1 - دانشجوی دکتری، گروه علوم ارتباطات، واحد تهران شمال، دانشگاه آزاد اسلامی، تهران، ایران
2 - هیأت علمی مدعو، گروه علوم ارتباطات، واحد تهران شرق، دانشگاه آزاد اسلامی، تهران، ایران
3 - دانشیار و عضو هیأت علمی، گروه علوم ارتباطات، واحد تهران شرق، دانشگاه آزاد اسلامی، تهران، ایران
کلید واژه: هوش مصنوعی, روابط عمومی, دلفی فازی, بانک صادرات, تکنولوژی,
چکیده مقاله :
این پژوهش با هدف واکاوی الزامات و تأثیرات کاربست فناوری هوش مصنوعی در سیستمهای ارتباط با مشتریان در بنگاههای مالی و اعتباری انجام شده است که در راستای دستیابی به این هدف، به شناسایی و اولویتبندی الزامات و اثرات پیاده‌سازی هوش مصنوعی در حوزه روابط عمومی در بانک صادرات ایران پرداخته شد. مطلعین پژوهش شامل 212 نفر از خبرگان و کارشناسان حوزه بانکی، انجام شد. با بررسی اولیه تعداد 31 شاخص بهعنوان الزامات و تعداد 44 شاخص بهعنوان اثرات پیاده‌سازی هوش مصنوعی در حوزه روابط عمومی، شناسایی و سپس با استفاده از رویکرد دلفی فازی به ترتیب تعداد 21 و 27 شاخص بهعنوان شاخصهای معنادار استخراج و با استفاده از تحلیل عاملی اکتشافی، طبقهبندی شدند. نتایج حاکی از این است که در بحث اولویت بندی الزامات، عنصر راهبردی، رفتاری و زمینه ای به ترتیب با ضریب 0.98، 0.84 و 0.94، میتوانند الزامات پیاده سازی هوش مصنوعی در توسعه روابط عمومی را تبیین نموده و اولویت عناصر به ترتیب 1) راهبردی، 2) زمینه ای و 3) رفتاری هستند و در بحث اولویتبندی اثرات، عنصر تصمیمگیری، رقابتپذیری و نوآوری به ترتیب با ضریب 0.54، 0.62 و 0.57، میتوانند اثرات پیاده سازی هوش مصنوعی در توسعه روابط عمومی را تبیین نمایند. لذا میتوان بیان داشت اولویت عناصر به ترتیب 1) رقابتپذیری، 2) نوآوری و 3) تصمیم گیری هستند. همچنین نتایج نشان داد که اثر سرمایه گذاری در هوش مصنوعی بر توسعه روابط عمومی در بانک صادرات ایران با ضریب مسیر 0.32 و مقدار آماره تی برابر 4.42 تأثیرگذار است.
Abstract
This research was conducted with the aim of analyzing the requirements and effects of using artificial intelligence technology in customer communication systems in financial and credit institutions. General was paid in Saderat Bank of Iran. The informants of the research included 212 banking experts. With the initial examination of 31 indicators as requirements and 44 indicators as the effects of artificial intelligence implementation in the field of public relations, identifying and then using the fuzzy Delphi approach, 21 and 27 indicators were respectively extracted as meaningful indicators and using factor analysis exploratory, were classified. The results indicate that in the discussion of prioritizing the requirements, the strategic, behavioral and contextual elements with coefficients of 0.98, 0.84 and 0.94, respectively, can explain the requirements of implementing artificial intelligence in the development of public relations, and the priority of the elements is 1 respectively. ) strategic, 2) contextual and 3) behavioral and in the discussion of prioritizing the effects, decision-making element, competitiveness and innovation with coefficients of 0.54, 0.62 and 0.57, respectively, can be the effects of implementing artificial intelligence in the development of public relations. explain Therefore, it can be said that the priority of the elements are 1) competitiveness, 2) innovation and 3) decision making. Also, the results showed that the effect of investing in artificial intelligence is effective on the development of public relations in Saderat Bank of Iran with a path coefficient of 0.32 and a t-statistic value of 4.42.
Introduction: Public relations of banks, due to the high volume of communication with a large group of audiences who refer to them daily and request information, have to use new methods to meet many of their needs in relation to providing good service to customers. be used to inform and change the attitude of the audience and respond to customers with sufficient speed and accuracy. In this way, a phenomenon that is not only a necessity but an undeniable requirement in the current situation. Also, the speed of information is the main element that has forced smart public relations to traditional public relations in order to motivate customers to use new banking services based on new technologies, including artificial intelligence. Therefore, according to the topics raised and according to whether new technologies, including artificial intelligence, can affect the intelligent public relations of banks, the current research aims to examine the requirements and effects of artificial intelligence on public relations (case of study: Bank of Saderat). The main question that the researcher seeks to answer is, what kind of model is the appropriate native model for the requirements and effects of artificial intelligence on public relations? And also, by conducting this research, we aim to identify both the causal and central factors, the necessary and intervening platforms in the formation of this model, and the strategies that lead us to this model, and at the same time, identify the consequences of the implementation of this indigenous model with the help of experts.
Method: In order to conduct the present research, two meta-analysis and Delphi methods were used. In the first part of the research, in order to identify the requirements and effects of artificial intelligence on public relations, a qualitative approach based on the meta-analysis method was used. In the second part of the research, it was used to localize the model according to experts. The study community includes two groups of academic experts and experts. According to the survey conducted in the community of experts, the number of 473 people from the community had the desired characteristic, according to Cochran's rule with a certain sample size, the number of 212 experts is considered as a sample. For sampling, a judgmental sampling method was used, and an electronic questionnaire was designed and provided to people, and the questionnaires were collected until the number of 212 valid questionnaires was reached; continued. In order to reach the final indicators, fuzzy Delphi and experts' opinion polls were used, and finally, the indicators of the requirements and effects of artificial intelligence in public relations were considered.
Results: The indicators obtained based on the researcher's opinion and with the judgment of supervisors, advisors and referees were finally classified into three groups: decision-making, competitiveness and innovation. In order to determine the significance of the identified indicators, fuzzy Delphi technique was used and the results showed that 21 of the 31 identified indicators are significant from the point of view of experts. The indicators obtained based on the researcher's opinion and with the judgment of supervisors, advisors and referees were finally classified into three groups: decision-making, competitiveness and innovation.
In identifying the effects of the implementation of artificial intelligence in the development of public relations, the literature review showed the indicators of ideation and involvement in different and creative tasks, identifying and analyzing the target audience, creating individual and effective messages for the target audience, increasing the effectiveness in the campaign management process, Empowering the decision-making process, increasing the effectiveness in the crisis management process, helping to promote the institution-product, monitoring, tracking and reporting the media, automation, conducting market research (competitors, trends, etc.), gaining a competitive advantage, managing and monitoring the media effectively. Social, increasing the speed of data collection and processing, increasing efficiency, saving time, accurate measurement and evaluation, creating content (press releases, articles, social media content), reducing the workload of employees, making creative decisions based on data, facts and trends and not relying on inner feelings, increasing the efficiency of managing daily tasks, creating new experiences in line with increasing brand value, developing activities that create added value, developing consulting activities for customers, developing effective customer relationships, understanding customer preferences, understanding purchasing patterns and customer habits, optimizing project management, optimizing event planning, developing strategy and business planning in the field of communication, developing data leadership skills, developing the application of data science in decision making, developing governance, compliance and policy, increasing statistical awareness, Workflow management, increasing problem-solving capabilities, developing creative skills, developing access to audiences through communication channels, increasing the speed of comprehension and understanding of information by audiences, consensus of different areas of expertise, identifying problems and opportunities in a practical way, efficient use of resources. Rare, creation and preservation of organizational culture and memory, digital asset management quality and increasing information security were identified as the effects of implementing artificial intelligence in the development of public relations. In order to determine the significance of the identified indicators, fuzzy Delphi technique was used and the results showed that 27 of the 44 identified indicators are significant from the point of view of experts. The indicators obtained based on the researcher's opinion and with the judgment of supervisors, advisors and referees were finally classified into three groups: decision-making, competitiveness and innovation.
Discussion: In order to determine the significance of the identified indicators, fuzzy Delphi technique was used and the results showed that 27 of the 44 identified indicators are significant from the point of view of experts. The indicators obtained based on the researcher's opinion and with the judgment of supervisors, advisors and referees were finally classified into three groups: decision-making, competitiveness and innovation.
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