Customer experiences in the age of artificial intelligence

Nisreen Ameen*, Ali Tarhini, Alexander Reppel, Amitabh Anand

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

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.

Original languageEnglish
Article number106548
JournalComputers in Human Behavior
Volume114
DOIs
Publication statusPublished - Jan 1 2021

Keywords

  • Artificial intelligence
  • Beauty brands
  • COVID 19
  • Customer experience
  • trust
  • Trust-commitment theory

ASJC Scopus subject areas

  • Arts and Humanities (miscellaneous)
  • Human-Computer Interaction
  • Psychology(all)

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