مدل استفاده از هوش مصنوعی در ارائه خدمات الکترونیک اپراتورهای تلفن همراه
محورهای موضوعی : پردازش چند رسانه ای، سیستمهای ارتباطی، سیستمهای هوشمندآرزو صدری 1 , دیبا ولی زاده بهادر 2 , میثم معدنی پور 3
1 - کارشناسی ارشد مدیریت نوآوری تکنولوژی، دانشگاه علم و صنعت، تهران، ایران.
2 - عضو گروه اقتصاد، مؤسسه دانشگاه فدرال لندن، دانشگاه سی تی لندن
3 - دانشجوی دکتری، گروه مدیریت بازرگانی، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران
کلید واژه: هوش مصنوعی, تجارت الکترونیک, تلفن همراه,
چکیده مقاله :
هوش مصنوعی ابزاری کلیدی در ایجاد رقابت‌پذیری و نوآوری در صنعت ارتباطات موبایل شناخته می‌شود. این پژوهش با هدف طراحی الگوی استفاده از هوش مصنوعی در ارائه خدمات الکترونیک اپراتورهای تلفن همراه با استفاده از رویکرد معادلات ساختاری تفسیری انجام شده است. تحقیق حاضر از لحاظ هدف، از نوع تحقیقات کاربردی و از نظر نوع روش، و از لحاظ روش جمع آوری دادهها روش تحقیق آمیخته محسوب میگردد. جامعه آماری در بخش کیفی شامل 15 نفر از خبرگان شامل مدیران و اعضای هیات علمی، مدیران مخابرات انتخاب شده است. ابزار اصلی گردآوری دادهها شامل مصاحبه نیمه ساختاریافته (در بخش کیفی) است. براساس نتایج حاصل از تحلیل کیفی 15 مضامین استخراج شد که شامل نیازهای مشتری، کاهش هزینه‌ها، قوانین و مقررات، بهبود تجربه کاربری، رقابت در بازار، مقیاس‌پذیری، بهبود کارایی، نوآوری و تمایز، دسترسی 24 ساعته، امنیت دادهها، فرهنگ سازمانی، مشتری مداری، آموزش و توسعه، کیفیت دادهها، افزایش درآمد بودند. در نهایت برای تعیین روابط علت و معلولی و سطح بندی بین مضامین از معادلات ساختاری تفسیری(ISM) استفاده شد که طبق نتایج به دست آمده مضامین در 8 سطح قرارگرفتند. استفاده از هوش مصنوعی در ارائه خدمات الکترونیک اپراتورهای تلفن همراه نتایج قابل توجهی داشته است؛ از آن جمله می‌توان به افزایش کیفیت خدمات، بهبود تجربه مشتری 
و کاهش هزینه‌های عملیاتی اشاره کرد. در نتیجه، هوش مصنوعی به عنوان یک ابزار کلیدی در ایجاد مزیت رقابتی برای اپراتورهای تلفن همراه مورد توجه قرارگرفته است.
Abstract
Introduction: Artificial intelligence is recognized as a key tool in creating competitiveness and innovation in the mobile communication industry. This research has been done with the aim of designing the pattern of using artificial intelligence in the provision of electronic services of mobile phone operators using the interpretive structural equations approach.
Method: The current research is considered a mixed research method in terms of the purpose, the type of applied research, the type of method, and the method of data collection. The statistical population in the qualitative section includes 15 experts, including managers and academic staff members, telecommunications managers. The main data collection tool includes semi-structured interviews (in the qualitative section).
Results: Based on the results of qualitative analysis, 15 themes were extracted, including customer needs, cost reduction, rules and regulations, improving user experience, market competition, scalability, improving efficiency, innovation and differentiation, 24-hour access, data security, and organizational culture. customer orientation, training and development, data quality, income increase. Finally, Interpretive Structural Equations (ISM) were used to determine cause and effect relationships and leveling between themes, and according to the results, the themes were placed in 8 levels.
Discussion: The use of artificial intelligence in the provision of electronic services of mobile phone operators has brought significant results, among which we can mention the increase of service quality, improvement of customer experience and reduction of operational costs. As a result, artificial intelligence is being considered as a key tool in creating a competitive advantage for mobile operators.
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