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ISSN 1004-9037
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Edited by: Editorial Board of Journal of Data Acquisition and Processing
P.O. Box 2704, Beijing 100190, P.R. China
Sponsored by: Institute of Computing Technology, CAS & China Computer Federation
Undertaken by: Institute of Computing Technology, CAS
Published by: SCIENCE PRESS, BEIJING, CHINA
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      09 May 2023, Volume 38 Issue 3
    Article

    INFLUENCE OF ARTIFICIAL INTELLIGENCE (AI) ON CUSTOMER EXPERIENCE AND LOYALTY: MEDIATING ROLE OF PERSONALIZATION
    Ifekanandu, Christian Chukwudi, Anene, Jane Nwakaego, Iloka, Chiemelie Benneth, Ewuzie, Cajetan Obinna
    Journal of Data Acquisition and Processing, 2023, 38 (3): 1936-1959 . 

    Abstract

    Since the advent of artificial intelligence, a number of studies have focused their attention on understanding its importance in the corporate setting. To this effect, this study seeks to assess the influence of artificial intelligence on customer experience and customer loyalty; as well as the mediating effect of personalization on this relationship. A quantitative online survey was conducted and 636 responses were gathered. The gathered data were analysed using IBM’s AMO for SEM and a number of findings were made. It was discovered that artificial intelligence yields positive and significant (p<0.05) influence on customer experience, customer loyalty, and personalization. The influence of artificial intelligence on customer experience and customer loyalty is also mediated by personalization. Thus, it was concluded that companies seeking to develop strong customer loyalty and customer experience should integrate artificial intelligence into their product and service delivery process and this should be supported with personalization.

    Keyword

    Artificial Intelligence, Customer Experience, Customer Loyalty, Personalization.


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ISSN 1004-9037

         

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