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. 2021 Jan:114:106548.
doi: 10.1016/j.chb.2020.106548. Epub 2020 Sep 2.

Customer experiences in the age of artificial intelligence

Nisreen Ameen  1 , Ali Tarhini  2 , Alexander Reppel  1 , Amitabh Anand  3
Affiliations

Customer experiences in the age of artificial intelligence

Nisreen Ameen et al. Comput Human Behav. 2021 Jan.

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.

Keywords: Artificial intelligence; Beauty brands; COVID 19; Customer experience; Trust-commitment theory; trust.

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Conflict of interest statement

None. We wish to confirm that there are no known conflicts of interest associated with this publication and there has been no significant financial support for this work that could have influenced its outcome.

Figures

Fig. 1
Fig. 1
The proposed model.
Fig. 2
Fig. 2
Examples of three different AI-powered virtual artist applications (Multivu, 2017; de Jesus, 2020; L’Oréal, 2019).
Fig. 3
Fig. 3
Structural model.
See this image and copyright information in PMC

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