Designing a Customer Feedback Service Channel Through AI to Improve Customer Satisfaction in the Supermarket Industry

Olufemi Muibi Omisakin (), Chanaka Bandara () and Indrapriya Kularatne ()
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Olufemi Muibi Omisakin: Otago Polytechnic, Auckland International Campus, Auckland, New Zealand
Chanaka Bandara: Nelson Marlborough Institute of Technology, Auckland Campus, New Zealand
Indrapriya Kularatne: Otago Polytechnic, Auckland International Campus, Auckland, New Zealand

Journal of Information & Knowledge Management (JIKM), 2020, vol. 19, issue 03, 1-34

Abstract: This study examines the impact of customer feedback channels on customer satisfaction, the need to design a new feedback channel using artificial intelligence (AI) as a goods locator map and internal survey model in the supermarket industry. A self-administered questionnaire was used to collect data from customers in supermarkets. Descriptive statistics and correlations were used to analyse the collected data sets to attain a statistically supported conclusion. The research found customer feedback service channels impacted on customers’ satisfaction. Customers were not satisfied with the rate of responsiveness to their feedback. The study designed and proposed a customer feedback service channel with AI as an alternative to existing feedback channels. It concluded that an AI designed system should be developed and implemented in supermarkets to test the intended outcome of the feedback channels and to design a robust system as a goods locator map and internal survey model.

Keywords: Customer feedback channels; satisfaction; supermarkets; artificial intelligence (search for similar items in EconPapers)
Date: 2020
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DOI: 10.1142/S021964922050015X

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