# Artificial Intelligence Marketing (AIM) for Enhancing Customer Relationships
## 3 AIM Framework  
We synthesize the literature and develop an AIM framework that enables autonomous machines to create, disseminate, and apply knowledge for enhancing customer relationship in a knowledge-based environment. The framework receives and translates big data into information and knowledge [9] and improves a firm's knowledge potential progressively. The knowledge provides a key source of competitive advantage in enhancing customer relationship. Throughout this section, the literature (or references) is synthesized to contribute to the AIM framework and provides examples of the contributions.  
AIM offers four notable advantages that improve customer relationship. First, it increases the efficiency of marketing activities. For instance, AIM automates repetitive tasks, including searching for, collecting, analysing, and processing data, to facilitate problem solving and reasoning in a real-time manner. Second, AIM increases the accuracy of decisions made in problem solving and the predictions made in reasonings based on big data. Third, AIM increases availability since it operates 24/7. Fourth, it reduces the cost of serving customers and improves financial gains.  
\begin{table}
\begin{tabular}{p{113.8 pt} p{113.8 pt} p{113.8 pt}} \hline \hline
**Customer Relationship** & **Definition** & **Examples of Provision** \\ \hline Customer trust & “... the expectations held by the consumer that the service provider is dependable and can be relied on to deliver on its promises.” [14] &  • Promote stringent customer data protection. Create and share video testimonials from customers. \\ \hline Customer satisfaction & “... consumer’s response in a particular consumption experience to the evaluation of the perceived discrepancy between prior expectations (or some other norm of performance) and the actual performance of the product as perceived after its acquisition.” [15] &  • Provide personalized customer experience and support. Increase employee awareness towards customers’ needs. \\ \hline Customer commitment & “... an enduring attitude or desire for a particular brand or firm.” [16] & • Keep a promise to ensure on-time delivery and follow through it.  • Provide exclusivity, such as an exclusive access to a channel in television subscriptions offered by broadcasting firms. \\ \hline Customer engagement & “... customer engagement behaviors go beyond transactions, and may be specifically defined as a customer’s behavioral manifestations that have a brand or firm focus, beyond purchase, resulting from motivational drivers” [13] &  • Send a welcome message to customers. Reward customers after collecting sufficient points. \\ \hline Customer loyalty & “... a deeply held commitment to rebuy or repatronize a preferred product or service consistently in the future, despite situational influences and marketing efforts having the potential to cause switching behaviour.” [17] &  • Introduce VIP tiers (or loyalty ladders) such that repeated purchases increase a customer’s tier and rewards. \\ \hline \hline \end{tabular}
\end{table}
Table 1: Customer relationship definitions and examples of provision.  
The AIM framework is shown in Figure 1. There are three main components, including pre-processor, main processor, and memory storage. To understand the framework, we summarize its attributes in Figure 2. The rest of this section explains the framework in a greater detail. We also identify the gaps and open issues of the main components in the framework that require attention in the research domain.