A STUDY ON MARKETING STARTEGIES USING MACHINE LEARNING IN SERVICE INDUSTRY

ABSTRACT Machine learning is emerging as a crucial technology for the service sector and is transforming the way organisations are interacting with their customers. Companies offering service, like banks, hotels, telecom companies, travel companies and online service providers etc. require a lot of information about the customers gathered through digital platforms. This information can be analysed using machine learning techniques, which can help organisations tailor their services and marketing strategies to individual customers' preferences, and make more informed decisions about how to target them. The study covers the areas of machine learning awareness, understanding of the customer, personalisation, customer engagement, customer trust and marketing effectiveness. Data pertaining to these variables were analysed by means of simple statistical techniques like percentage analysis, mean, standard deviation, correlation coefficient and regression. The result evidently shows that the general opinion of respondents towards machine learning in service marketing is positive. Most respondents feel machine learning assists organisations to better understand customers and deliver personalised services to them. The analysis also shows that there is a positive correlation among personalisation, customer engagement and the effectiveness of marketing. Meanwhile, consumers are expressing concerns about the use of their personal data. The study ends by demonstrating that machine learning can be implemented in the service sector to create more customer-focused marketing campaigns if done responsibly, in addition to the human element and due treatment of the customer's privacy. Keywords: customer-focused marketing, Machine learning, Service industry