Exploring the Impact of AI-Powered Personalization on Customer Relationship Marketing in the Retail Industry
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2023-07-06
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en
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Abstract
In 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.
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Faculteit der Managementwetenschappen