Customer experiences in the age of artificial intelligence

Nisreen Ameen (), Ali Tarhini, Alexander Reppel and Amitabh Anand
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Nisreen Ameen: RHUL - Royal Holloway [University of London]
Ali Tarhini: SQU - Sultan Qaboos University
Alexander Reppel: RHUL - Royal Holloway [University of London]
Amitabh Anand: GREDEG - Groupe de Recherche en Droit, Economie et Gestion - UNS - Université Nice Sophia Antipolis (1965 - 2019) - CNRS - Centre National de la Recherche Scientifique - UniCA - Université Côte d'Azur

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Abstract: Artificial intelligence (AI) is revolutionising the way customers interact with brands. There is a lack of empirical research into AI-enabled customer experiences. Hence, this study aims to analyse how the integration of AI in shopping can lead to an improved AI-enabled customer experience. We propose a theoretical model drawing on the trust-commitment theory and service quality model. An online survey was distributed to customers who have used an AI-enabled service offered by a beauty brand. A total of 434 responses were analysed using partial least squares-structural equation modelling. The findings indicate the significant role of trust and perceived sacrifice as factors mediating the effects of perceived convenience, personalisation and AI-enabled service quality. The findings also reveal the significant effect of relationship commitment on AI-enabled customer experience. This study contributes to the existing literature by revealing the mediating effects of trust and perceived sacrifice and the direct effect of relationship commitment on AI-enabled customer experience. In addition, the study has practical implications for retailers deploying AI in services offered to their customers.

Date: 2021-01
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Citations: View citations in EconPapers (50)

Published in Computers in Human Behavior, 2021, 114, pp.106548. ⟨10.1016/j.chb.2020.106548⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-03045430

DOI: 10.1016/j.chb.2020.106548

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