Iivi Riivits-Arkonsuo

Papers

Total Citations

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About

Iivi Riivits-Arkonsuo is a researcher whose work lies at the intersection of artificial intelligence, customer engagement, and loyalty program dynamics. Her most-cited study, "Role of AI in enhancing customer engagement, loyalty and loyalty programme performance" (2022, 9 citations), critically examines why many loyalty programs underperform and demonstrates how AI—including robotics—can interpret and shape consumer behavior to revitalize these systems. This contribution is particularly timely as businesses increasingly seek data-driven strategies to foster deeper, more personalized connections with customers. By bridging the gap between emerging AI capabilities and traditional marketing frameworks, Riivits-Arkonsuo has provided a foundational perspective for scholars and practitioners alike. Her research not only highlights the transformative potential of AI in boosting customer engagement but also offers actionable insights for designing more effective loyalty initiatives. Though her citation count is still growing, her work signals a promising trajectory in the evolving field of AI-enhanced marketing, making her a researcher to watch for anyone interested in the future of consumer-brand relationships.