Impact of AI-Driven Personalized Experience in Shaping Consumer Loyalty Towards Quick Commerce

Résumé fourni par la source

This research focuses on exploring the opportunities that AI provide through Responsiveness and website design to improve customer satisfaction and increase the customer loyalty to the quick commerce industry. It also seeks to find out the extent to which the customer satisfaction moderates the relationship between personalization and customer loyalty in AI- enabled quick commerce platforms. Specifically, this study adopts Expectation-Confirmation Theory (ECT) to investigate the ways through which perceived personalisation initiatives spearheaded by AI lead to the fulfilment of consumer expectations, hence satisfaction and brand loyalty. In the present research, Structural Equation Modelling – Partial Least Squares (SEM-PLS) analysis was conducted based on the data collected from 285 respondents of Mumbai, Bangalore, and New Delhi through snowball sampling. The study adds to the body of knowledge by addressing a research gap that concerns the integration of AI in the context of quick commerce and provides valuable recommendations for the design of the platform and strategies of engaging consumers.

Ce résumé expose les affirmations des auteurs. BNTIC ne l’interprète pas comme une validation indépendante des résultats.