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Abstract

This study explains the processes through which a relationship value in customer-owned channels is generated through AI-powered functionalities by focusing on the integrated psychological and behavioral processes. The basis of the work is large-scale text analysis of 18,456 market reviews of applications among 15-20 top customers in the areas of retail, finance, and life services, examining the entire value chain by semantic BERT analysis, hierarchical regression, and structural equation modeling with 5,000 bootstraps. Analysis of the results reveals the presence of function–dimension matching phenomena. These include intelligent recommendation, which has the maximum cognitive engagement (β = 0.41), chatbots, which have the peak affective engagement (β = 0.45), and predictive services, which are predominant in behavioral engagement with a β of 0.36. Customer-owned platforms produce 37.2% more overall effects than third-party platforms. The role of the overall chain mediating function of AI functions for relationship value creation is also supported by the study. The role that loyalty plays between trust and value is amplified by ownership of the channel. The results above present the objective assessment of the 37% boost that the ROI (Return on Investment) has on customer-owned communication channels. It also explains the role that development considerations play.

Keywords

Artificial intelligence enhancement Customer-owned channels Customer engagement Dual trust Loyalty mediation Relationship value

Article Details

Author Biographies

Jijin Yang, Azman Hashim International Business School, Universiti Teknologi Malaysia (UTM), Jalan Ilmu, UTMD, 56100 Kuala Lumpur, Malaysia

JIJIN YANG is currently pursuing the Doctor of Business Administration (DBA) at Universiti Teknologi Malaysia (UTM). His research interests include customer relationship management in new media contexts​ and ​social media data analysis.

 

Haliyana Khalid, Azman Hashim International Business School, Universiti Teknologi Malaysia (UTM), Jalan Ilmu, UTMD, 56100 Kuala Lumpur, Malaysia

Haliyana Khalid is a seasoned professional in the field of Human-Computer Interaction (HCI), holding a Ph,.D. in the subject, With a specialization in UX design, she brings a wealth of expertise and insight into creating seamless and user-friendly digital experiences and information systems management

Xiaoli Xu, Guizhou Electronic Commerce Vocational College, Guizhou, China

Xiaoli Xu is a lecturer in the Accounting Department of Guizhou Vocational College of E-commerce. She mainly teaches courses that combine digital intelligence technology with the field of finance. Her research focuses on financial management, and she is particularly interested in the integration of emerging technologies in the financial management process.

Youyu Xu, Azman Hashim International Business School, Universiti Teknologi Malaysia (UTM), Jalan Ilmu, UTMD, 56100 Kuala Lumpur, Malaysia

Youyu Xu is currently pursuing a doctoral degree at the Azman Hashim Business School of Multimedia University in Kuala Lumpur, Malaysia. His research interests include developing digital marketing strategies to increase customer engagement.

How to Cite
Yang, J., Khalid, H., Xu, X., & Xu, Y. (2026). AI-augmented customer-owned channels and relationship value: a multi-mechanism model of engagement, trust, and loyalty . Future Technology, 5(2), 38–48. Retrieved from https://fupubco.com/futech/article/view/695
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