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Article dans une revue Computers in Human Behavior Année : 2021

Customer experiences in the age of artificial intelligence

Résumé

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.
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Dates et versions

halshs-03045430, version 1 (17-12-2020)

Identifiants

Citer

Nisreen Ameen, Ali Tarhini, Alexander Reppel, Amitabh Anand. Customer experiences in the age of artificial intelligence. Computers in Human Behavior, 2021, 114, pp.106548. ⟨10.1016/j.chb.2020.106548⟩. ⟨halshs-03045430⟩
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