Exploring the Impact of AI-Powered Personalization on Customer Relationship Marketing in the Retail Industry

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dc.contributor.advisorSen, H.
dc.contributor.authorMuradian, Ohanes
dc.date.issued2023-07-06
dc.description.abstractIn the evolving retail landscape, the effectiveness of AI-driven personalization and its implications on relationship marketing outcomes are critical. Investigating how cognitive elaboration interacts with the effectiveness of personalized AI product recommendations, this study maps their influence on customer satisfaction, trust, and purchase intention. Quantitative data were gathered from 130 survey participants and analyzed via regression using PROCESS Macro Model 6. The findings reveal that while personalization effectiveness significantly impacts customer satisfaction and trust, its direct effect on purchase intention is non significant, suggesting a more multifaceted role. Specifically, customer satisfaction was found to directly influence both trust and purchase intention, thereby reinforcing CRM theory. Future research should explore the indirect impact of personalization on purchase intention and the role of cognitive elaboration in depth. Investigating potential moderating factors such as customer experience and the quality of personalized recommendations could further enrich our understanding. As AI technology continues to evolve, conducting longitudinal studies will be critical to understand changing dynamics and optimize business strategies.
dc.identifier.urihttps://theses.ubn.ru.nl/handle/123456789/16794
dc.language.isoen
dc.thesis.facultyFaculteit der Managementwetenschappen
dc.thesis.specialisationspecialisations::Faculteit der Managementwetenschappen::Master Business Administration::Marketing
dc.thesis.studyprogrammestudyprogrammes::Faculteit der Managementwetenschappen::Master Business Administration
dc.thesis.typeMaster
dc.titleExploring the Impact of AI-Powered Personalization on Customer Relationship Marketing in the Retail Industry
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