AI in Service Marketing: Evidence from 203 Service Enterprises in Hanoi
Authors: Nguyễn Bảo Ngọc, Phan Phương Linh, Nguyễn Linh Anh, Huỳnh Nguyễn Minh Thư, Đinh Võ Tùng Chi
School: BKSTAR Education and Technology Joint Stock Company
Country: Vietnam
e-mail: info@bkstar.edu.vn
web: https://bkstar.com.vn/
This study examines how AI adoption influences Market Research and the seven service marketing Ps across 203 Hanoi service enterprises. Using an integrated 8P framework and multiple regression, results show all eight dimensions are positively affected, with Promotion showing the strongest association, offering practical guidance for AI-driven marketing strategy.
