Programme title Master of Applied Management
Programme title Master of Applied Management
Course code and title PGST9.100 Special Topic 2
Lecturer name Dr. Mahsa Boroushaki
Student Name Hasnain Rangwala
Student ID 2023003078
Date 28.07.2024
Proposed Research QuestionThe research aims to answer to the research question as follows:
How does the integration of AI technologies influence customer experience in terms of engagement, satisfaction and loyalty in the e-commerce industry?
Introduction
E-commerce platforms have rapidly changed with the advancement of Artificial intelligence which help in reshaping how customers interact with online retailers (Perez-Vega et al., 2021). Artificial intelligence has significantly transformed the e-commerce shopping experience and improved areas of customer engagement, loyalty, and satisfaction (Trawnih et al., 2022). Artificial intelligence helps e-commerce businesses to provide tailored experiences to the customers with the help of personalised recommendation related to the products, dynamic pricing, and efficient customer service (Gunasekar et al., 2023). Artificial intelligence accumulates customer information from multiple sources like social media platforms and in-store databases (Aggarwal, et al., 2024). The technology analyses those to get an idea about their preferences, which enables organizations to provide personalized service experiences to their customers. Thus, the integration of AI technologies has increased customer satisfaction levels by 57%(Chen, et al., 2021). All these technologies not only help the companies in streamlining customer service and support the business but also enables e-commerce businesses to meet needs of individual customer effectively (Trawnih et al., 2022). As a result, AI-driven innovations have become critical in improving satisfaction of the customers and promoting long-term loyalty.
The implementation of AI is significantly transforming various industries, such as international trade, and having a huge effect on successful companies like Amazon, Alibaba, Shopify, and eBay (Monjur et al., 2023). These companies are the key players of this transformation which use Artificial intelligence for their business operations, to optimize supply chains, deliver personalized shopping experience for the customers, and enhance customer support (Monjur et al., 2023). These platforms have set high standards for convenience and reliability, catering to a vast global audience.
For example, AI powered recommendation engine of the Amazon suggests products to the customer by analysing their browsing history and purchase patterns, improving satisfaction level of the customers, and driving sales (Gunasekar et al., 2023). Along with that, AI helps Amazon manage its inventory by correctly predicting which products to stock based on past sales and current trends. This makes sure that popular things are always in stock and increases customer satisfaction(Monjur et al., 2023). Alibaba, a giant in the Chinese market, has excelled through its diversified ecosystem, incorporating e-commerce, cloud computing, and digital entertainment.Similarly, Alibaba uses Artificial intelligence in its logistic and customer support which help them in streamlined operations and enhanced customer experience (Wu, 2024). Alibaba also employs artificial intelligence (AI) chatbots in customer service to deliver prompt and precise responses, enhancing the overall purchasing experience and potentiallyboosting revenue (Monjur et al., 2023). These innovations reveals the importance of implementing AI in the e-commerce companies, showing its potential to transform e-commerce platforms and set new standards of customer loyalty and customer engagement.
Research motivation
The active integration of AI technologies like machine learning techniques and algorithms in customer service by e-commerce companies has enhanced the engagement rate of customers (Ifekanandu, et al., 2023). The key motivation in conducting this research was its potential to provide a new knowledge base around the impact of AI technologies on e-commerce customer experience. Knowing the effect of artificial intelligence can help the e-commerce organization make an informed decision for the adoption and optimization of AI technology. This investigation can lead to the improvement of customer satisfaction and the building of a stronger relationship with them.
Research Questions
1. How do AI technologies enhance customer engagement on e-commerce platforms?
2. What is the impact of AI-driven personalization on customer satisfaction in the e-commerce industry?
3. How does the use of AI in customer service influence customer loyalty in e-commerce?
Research Objectives
1. To investigate the role of AI in enhancing customer engagement by examining AI tools such as chatbots, personalized recommendations, and virtual assistants.
2. To assess the influence of AI-based customer service on customer loyalty by exploring the relationship between AI-facilitated support and long-term customer retention.
Methodology
Chapter overview
The study performed an Integrative Literature Review to obtain and study qualitative as well as quantitative research studies. Moreover, the ILR technique helps in gaining comprehensive knowledge on the subject matter and also develops research questions by addressing the knowledge gap in the existing literature evidence (Elsbach and van Knippenberg, (2020). The chapter includes key terms, comprehensive search strategies, a selection and screening process , eligibility criteria and ethical considerations.
Key terms
In the present research study, the key terms revolve around the usage of AI Technology by the e-commerce industry and its potential impact on customer satisfaction, engagement and loyalty towards e-commerce brands. The study aims to extract high-quality and relevant research journals and articles on AI technology by Google Scholar, ResearchGate and ProQuest databases (Kable et al., 2012). The keywords used in the search strategy are: Trends in AI technology adoption, AI used cases in E-commerce, AI personalisation improving customer engagement, AI technology influences customer shopping experience and Customer shopping convenience with AI adoption.
Integrative literature review
Elsbach and van Knippenberg (2020) mentioned that the Integrative Literature Review technique helps advance the subject knowledge by reviewing empirical publications, peer-reviewed articles and theoretical studies based on the subject area. Integrative Literature Review is used to integrate the secondary and primary research findings in order to make strong conclusions.
Search strategies
Fuertes et al. (2020) highlighted that search strategies help in narrowing down the obtained search results and contribute to making informed decisions on whether to make further changes in the research sample size and include additional secondary data sets. Gusenbauer & Haddaway (2020); developed an interactive process for the refinement of search keywords, incorporating the Boolean search strings and exclusion of irrelevant primary or secondary data sets. As a result, the present study aims to formulate a similar search strategy framework for synthesizing the findings of previous studies and obtaining new insights.
Week 1
Adawiyah, S. R., Purwandari, B., Eitiveni, I., & Purwaningsih, E. H. (2024). The influence of AI and AR technology in personalized recommendations on customer usage intention: a case study of cosmetic products on Shopee. Applied Sciences, 14(13), 5786. https://doi.org/10.3390/app14135786
Aggarwal, D., Sharma, D., & Saxena, A. B. (2024). Enhancing the Online Shopping Experience of Consumers through Artificial Intelligence. International Journal of Information Technology and Computer Engineering, 42, 15. https://doi.org/10.55529/ijitc.42.1.5Bouzaabia, O., Arbia, M. B., Varn, D. J. J., & Chui, K. T. (2024). The consequences of gamification in mobile commerce platform applications. International Journal on Semantic Web and Information Systems, 20(1), 120. https://doi.org/10.4018/ijswis.337599Christian, I. C., Anene, J., Ewuzie, C., & Iloka, C. B. (2023). INFLUENCE OF ARTIFICIAL INTELLIGENCE (AI) ON CUSTOMER EXPERIENCE AND LOYALTY: MEDIATING ROLE OF. . . ResearchGate. https://doi.org/10.5281/zenodo.98549423Chen, J., Le, T., & Florence, D. (2021). Usability and responsiveness of artificial intelligence chatbot on online customer experience in e-retailing. International Journal of Retail & Distribution Management, 49(11), 15121531. https://doi.org/10.1108/ijrdm-08-2020-0312Sasanuma, K., & Yang, G. Y. (2024). Evaluating the effectiveness of recommendation engines on customer experience across product categories. International Journal of Technology and Human Interaction, 20(1), 122. https://doi.org/10.4018/ijthi.345928
Hlee, S., Park, J., Park, H., Koo, C., & Chang, Y. (2022). Understanding customers meaningful engagement with AI-powered service robots. Information Technology & People, 36(3), 10201047. https://doi.org/10.1108/itp-10-2020-0740
Hoyer, W. D., Kroschke, M., Schmitt, B., Kraume, K., & Shankar, V. (2020). Transforming the customer experience through new technologies. Journal of Interactive Marketing, 51, 5771. https://doi.org/10.1016/j.intmar.2020.04.001
Li, L., Lin, J., Luo, W., & Luo, X. (2023). INVESTIGATING THE EFFECT OF ARTIFICIAL INTELLIGENCE ON CUSTOMER RELATIONSHIP MANAGEMENT PERFORMANCE IN.ResearchGate.https://www.researchgate.net/publication/372499208_INVESTIGATING_THE_EFFECT_OF_ARTIFICIAL_INTELLIGENCE_ON_CUSTOMER_RELATIONSHIP_MANAGEMENT_PERFORMANCE_IN_E-COMMERCE_ENTERPRISESMofokeng, T. E. (2021). The impact of online shopping attributes on customer satisfaction and loyalty: Moderating effects of e-commerce experience.Cogent Business & Management,8(1), 1968206. https://doi.org/10.1080/23311975.2021.1968206
Rana, J., Gaur, L., Singh, G., Awan, U., & Rasheed, M. I. (2021). Reinforcing customer journey through artificial intelligence: a review and research agenda. International Journal of Emerging Markets, 17(7), 17381758. https://doi.org/10.1108/ijoem-08-2021-1214Singh, R. (2021, February 19). A study of Artificial Intelligence and E-Commerce Ecosystem A Customers perspective. https://journal.ijresm.com/index.php/ijresm/article/view/507
Tamara, C. a. J., Tumbuan, W. J. F. A., & Gunawan, E. M. (2023). CHATBOTS IN E-COMMERCE: A STUDY OF GEN Z CUSTOMER EXPERIENCE AND ENGAGEMENT FRIEND OR FOE? Deleted Journal, 11(3), 161175. https://doi.org/10.35794/emba.v11i3.49501
Tiutiu, M., & Dabija, D. (2023). Improving customer experience using artificial intelligence in online retail. Proceedings of the . . . International Conference on Business Excellence, 17(1), 11391147. https://doi.org/10.2478/picbe-2023-0102Trawnih, A., Al-Masaeed, S., Alsoud, M., & Alkufahy, A. M. (2022). Understanding artificial intelligence experience: A customer perspective. International Journal of Data and Network Science, 6(4), 14711484. https://doi.org/10.5267/j.ijdns.2022.5.004
Week 2
Bag, S., Srivastava, G., Md Mamoon, A. B., Kumari, S., Giannakis, M., & Abdul, H. C. (2022). Journey of customers in this digital era: Understanding the role of artificial intelligence technologies in user engagement and conversion.Benchmarking,29(7), 2074-2098. https://doi.org/10.1108/BIJ-07-2021-0415
Chen, J. S., Le, T. T. Y., & Florence, D. (2021). Usability and responsiveness of artificial intelligence chatbot on online customer experience in e-retailing.International Journal of Retail & Distribution Management,49(11), 1512-1531. https://doi.org/10.1108/IJRDM-08-2020-0312Cheng, X., Cohen, J., & Mou, J. (2023). AI-enabled technology innovation in e-commerce.Journal of Electronic Commerce Research,24(1), 1-6. http://www.jecr.org/sites/default/files/2023vol24no1_Paper1.pdf
Fan, W., Shao, B., & Dong, X. (2022). Effect of e-service quality on customer engagement behavior in community e-commerce.Frontiers in psychology,13, 965998. https://doi.org/10.3389/fpsyg.2022.965998
Gupta, A., Toteja, R., & Gupta, Y. (2021). Exploratory analysis of factors influencing Ai-enabled customer experience for E-Commerce industry.Bioscience Biotechnology Research Communications,14, 104-112. http://dx.doi.org/10.21786/bbrc/14.5/1
Gao, L., Li, G., Tsai, F., Gao, C., Zhu, M., & Qu, X. (2023). The impact of artificial intelligence stimuli on customer engagement and value co-creation: the moderating role of customer ability readiness.Journal of Research in Interactive Marketing,17(2), 317-333. https://doi.org/10.1108/JRIM-10-2021-0260
Gunasekar, S., Ray, S., Dixit, S. K., & PA, M. R. (2023). AI-enables product purchase on Amazon: what are the consumers saying?.foresight,25(2), 185-193. https://doi.org/10.1108/FS-10-2021-0212Hoyer, W. D., Kroschke, M., Schmitt, B., Kraume, K., & Shankar, V. (2020). Transforming the customer experience through new technologies.Journal of interactive marketing,51(1), 57-71. https://doi.org/10.1016/j.intmar.2020.04.001
Ifekanandu, C. C., Anene, J. N., Iloka, C. B., & Ewuzie, C. O. (2023). Influence of artificial intelligence (AI) on customer experience and loyalty: Mediating role of personalization.Journal of Data Acquisition and Processing,38(3), 1936. https://sjcjycl.cn/article/view-2023/pdf/03_1936.pdfKhrais, L. T. (2020). Role of artificial intelligence in shaping consumer demand in E-commerce.Future Internet,12(12), 226. https://doi.org/10.3390/fi12120226
Li, L., Lin, J., Luo, W., & Luo, X. R. (2023). Investigating the effect of artificial intelligence on customer relationship management performance in e-commerce enterprises.Journal of Electronic Commerce Research,24(1), 68-83. http://ojs.jecr.org/jecr/sites/default/files/2023vol24no1_Paper5.pdf
Liu, C. J., Huang, T. S., Ho, P. T., Huang, J. C., & Hsieh, C. T. (2020). Machine learning-based e-commerce platform repurchase customer prediction model.Plos one,15(12), e0243105. https://doi.org/10.1371/journal.pone.0243105
Monjur, M. E. I., Rifat, A. H., Islam, M. R., & Bhuiyan, M. R. (2023). The impact of artificial intelligence on international trade: Evidence from B2C giant e-commerce (Amazon, Alibaba, Shopify, eBay).Open Journal of Business and Management,11(5), 2389-2401. https://doi.org/10.4236/ojbm.2023.115132
Micu, A., Micu, A. E., Geru, M., Cpn, A., & Muntean, M. C. (2021). The impact of artificial intelligence use on the e-commerce in Romania.Amfiteatru Economic,23(56), 137-154. https://www.ceeol.com/search/article-detail?id=929507
Perez-Vega, R., Kaartemo, V., Lages, C. R., Razavi, N. B., & Mnnist, J. (2021). Reshaping the contexts of online customer engagement behavior via artificial intelligence: A conceptual framework.Journal of Business Research,129, 902-910. https://doi.org/10.1016/j.jbusres.2020.11.002
Rane, N. (2023). Enhancing customer loyalty through Artificial Intelligence (AI), Internet of Things (IoT), and Big Data technologies: improving customer satisfaction, engagement, relationship, and experience.Internet of Things (IoT), and Big Data Technologies: Improving Customer Satisfaction, Engagement, Relationship, and Experience (October 13, 2023). https://papers.ssrn.com/sol3/papers.cfm?abstract_id=4616051
Santos Pereira, A. F., Silva, E., Costa, W. D. S., Silva, J. A., & Rocha, H. R. Maximizing Sales and Customer Satisfaction in E-Commerce Through Ai-Driven Techniques.Available at SSRN 4875564. https://dx.doi.org/10.2139/ssrn.4875564
Sung, E. C., Bae, S., Han, D. I. D., & Kwon, O. (2021). Consumer engagement via interactive artificial intelligence and mixed reality.International journal of information management,60, 102382. https://sci-hub.se/https://doi.org/10.1016/j.ijinfomgt.2021.102382
Srivastava, A. (2021). The Application & Impact of Artificial Intelligence (AI) on E-Commerce.Contemporary Issues in Commerce & Management,1(1), 165-175. https://www.researchgate.net/publication/356635263_The_Application_Impact_of_Artificial_Intelligence_AI_on_E-Commerce
Shaiju, M. (2023).The substantial impact of artificial intelligence over e-commerce progress with reference to amazon online shopping(Doctoral dissertation, St Teresa's College (Autonomous), Ernakulam). http://117.239.78.102:8080/jspui/bitstream/123456789/2464/1/MEHNA.pdf
Song, X., Yang, S., Huang, Z., & Huang, T. (2019, August). The application of artificial intelligence in electronic commerce. InJournal of Physics: Conference Series(Vol. 1302, No. 3, p. 032030). IOP Publishing. https://doi.org/10.1088/1742-6596/1302/3/032030
Trawnih, A., Al-Masaeed, S., Alsoud, M., & Alkufahy, A. (2022). Understanding artificial intelligence experience: A customer perspective.International Journal of Data and Network Science,6(4), 1471-1484. http://dx.doi.org/10.5267/j.ijdns.2022.5.004Tula, S. T., Kess-Momoh, A. J., Omotoye, G. B., Bello, B. G., & Daraojimba, A. I. (2024). AI-ENABLED CUSTOMER EXPERIENCE ENHANCEMENT IN BUSINESS.Computer Science & IT Research Journal,5(2), 365-389. https://doi.org/10.51594/csitrj.v5i2.789
Wu, Y. (2024). Research on the Impact of Artificial Intelligence on Corporate Sustainable Development: A Case Study of Alibaba.Frontiers in Business, Economics and Management,15(3), 384-389. https://doi.org/10.54097/xe8kwk61
Week 3
Acharya, N., Sassenberg, A. M., & Soar, J. (2022). Effects of cognitive absorption on continuous use intention of AI-driven recommender systems in e-commerce.foresight,25(2), 194-208. https://doi.org/10.1108/FS-10-2021-0200
Agarwal, N. (2024). 26. Conceptual Framework for E-commerce Success: Consumer Behaviour and AI-Enhanced Digital Marketing.MOSAIC OF IDEAS: MULTIDISCIPLINARY REFLECTIONS, 241. https://www.researchgate.net/profile/Dr-Rawat-3/publication/382397856_MOSAIC_OF_IDEAS_Multidisciplinary_reflection/links/669b63ec4a172d2988b1e995/MOSAIC-OF-IDEAS-Multidisciplinary-reflection.pdf#page=249
Areiqat, A. Y., Alheet, A. F., Qawasmeh, R. A., & Zamil, A. M. (2021). Artificial intelligence and its drastic impact on e-commerce progress.Academy of Strategic Management Journal,20, 1-11. https://www.researchgate.net/profile/Ahmad-Areiqat/publication/351281303_ARTIFICIAL_INTELLIGENCE_AND_ITS_DRASTIC_IMPACT_ON_E-COMMERCE_PROGRESS/links/608f85f9a6fdccaebd02e4fc/ARTIFICIAL-INTELLIGENCE-AND-ITS-DRASTIC-IMPACT-ON-E-COMMERCE-PROGRESS.pdf
Asante, I. O., Jiang, Y., Hossin, A. M., & Luo, X. (2023). Optimization of consumer engagement with artificial intelligence elements on electronic commerce platforms.Journal of Electronic Commerce Research,24(1), 7-28. http://www.jecr.org/sites/default/files/2023vol24no1_Paper2.pdf
Behera, R. K., Bala, P. K., Rana, N. P., Algharabat, R. S., & Kumar, K. (2024). Transforming customer engagement with artificial intelligence E-marketing: an E-retailer perspective in the era of retail 4.0.Marketing Intelligence & Planning. https://doi.org/10.1108/MIP-04-2023-0145
Chie, L. A., Jalaludin, F. W., Seah, C. S., Loh, Y. X., & Hen, K. W. (2023). Customer satisfaction towards the application of artificial intelligence in e-commerce. https://elsp-homepage.oss-cn-hongkong.aliyuncs.com/paper/pj/open/pcs/v2/pcs2023020019.pdf
Elsbach, K. D., & van Knippenberg, D. (2020). Creating highimpact literature reviews: An argument for integrative reviews. Journal of management studies, 57(6), 1277-1289.https://www.researchgate.net/profile/Kimberly-Elsbach/publication/340841605_Creating_High-Impact_Literature_Reviews_An_Argument_for_%27Integrative_Reviews%27/links/5ecbf8a1a6fdcc90d6998086/Creating-High-Impact-Literature-Reviews-An-Argument-for-Integrative-Reviews.pdfFaccia, A., Le Roux, C. L., & Pandey, V. (2023). Innovation and E-commerce models, the technology catalysts for sustainable development: the Emirate of Dubai case study.Sustainability,15(4), 3419. https://doi.org/10.3390/su15043419
Fuertes, G., Alfaro, M., Vargas, M., Gutierrez, S., Ternero, R., & Sabattin, J. (2020). Conceptual framework for the strategic management: a literature reviewdescriptive. Journal of engineering, 2020(1), 6253013.https://onlinelibrary.wiley.com/doi/pdf/10.1155/2020/6253013Gao, Y., & Liu, H. (2023). Artificial intelligence-enabled personalization in interactive marketing: a customer journey perspective.Journal of Research in Interactive Marketing,17(5), 663-680. https://doi.org/10.1108/JRIM-01-2022-0023
Gonzalez, M., & Rabbi, F. (2023). Evaluating the impact of Big Data Analytics on personalized E-commerce shopping experiences and customer retention strategies.Journal of Computational Social Dynamics,8(2), 13-25. https://vectoral.org/index.php/JCSD/article/view/31/31
Gupta, T., & Bansal, S. The AI Advantage: Assessing Personalization Effects on E-commerce Shopping Behaviors. https://www.researchgate.net/profile/Tarun-Gupta-42/publication/379894566_The_AI_Advantage_Assessing_Personalization_Effects_on_E-commerce_Shopping_Behaviors/links/662071ab39e7641c0bd410c2/The-AI-Advantage-Assessing-Personalization-Effects-on-E-commerce-Shopping-Behaviors.pdf
Gusenbauer, M., & Haddaway, N. R. (2020). Which academic search systems are suitable for systematic reviews or metaanalyses? Evaluating retrieval qualities of Google Scholar, PubMed, and 26 other resources. Research synthesis methods, 11(2), 181-217.https://onlinelibrary.wiley.com/doi/pdf/10.1002/jrsm.1378Hong, Y., Sawang, S., & Yang, H. P. (2024). How is entrepreneurial marketing shaped by E-commerce technology: a case study of Chinese pure-play e-retailers.International Journal of Entrepreneurial Behavior & Research,30(2/3), 609-631. https://doi.org/10.1108/IJEBR-10-2022-0951
Kable, A. K., Pich, J., & Maslin-Prothero, S. E. (2012). A structured approach to documenting a search strategy for publication: A 12 step guideline for authors. Nurse Education Today, 32(8), 878-886. https://doi.org/10.1016/j.nedt.2012.02.022Li, L., Yuan, L., & Tian, J. (2023). Influence of online E-commerce interaction on consumer satisfaction based on big data algorithm.Heliyon,9(8). https://doi.org/10.1016/j.heliyon.2023.e18322
Naqvi, M. H. A., Hongyu, Z., Naqvi, M. H., & Kun, L. (2024). Impact of service agents on customer satisfaction and loyalty: mediating role of Chatbots.Journal of Modelling in Management,19(2), 470-491. https://doi.org/10.1108/JM2-01-2023-0004
Pallathadka, H., Ramirez-Asis, E. H., Loli-Poma, T. P., Kaliyaperumal, K., Ventayen, R. J. M., & Naved, M. (2023). Applications of artificial intelligence in business management, e-commerce and finance.Materials Today: Proceedings,80, 2610-2613. https://doi.org/10.1016/j.matpr.2021.06.419
Patel, N., & Trivedi, S. (2020). Leveraging predictive modeling, machine learning personalization, NLP customer support, and AI chatbots to increase customer loyalty.Empirical Quests for Management Essences,3(3), 1-24. https://www.researchberg.com/index.php/eqme/article/view/46/47
Rashidin, M. S., Gang, D., Javed, S., & Hasan, M. (2021). The role of artificial intelligence in sustaining the e-commerce ecosystem: Alibaba vs. Tencent.Journal of Global Information Management (JGIM),30(8), 1-25. https://www.igi-global.com/pdf.aspx?tid=304067&ptid=284960&ctid=4&oa=true&isxn=9781668435717
Reddy, V. M., & Nalla, L. N. (2024). Leveraging Big Data Analytics to Enhance Customer Experience in E-commerce.Revista Espanola de Documentacion Cientifica,18(02), 295-324. https://redc.revistas-csic.com/index.php/Jorunal/article/view/221/185
Critical notes (annotated bibliography) template
(Use your own words! Direct quotations need page number(s))
Full bibliographical information of the article Key words Evaluation of credibility and quality of this article (authors authority/background, journal quality (peer-reviewed? Impact factor?), number of citations) Research question(s)/objectives
What is the key literature used as background
to this article? (The articles bibliographical
info)
What theory is cited and/or tested?
Empirical:
What research methods (sampling, data collection, data analysis) are used?
Are they appropriate and effective in answering the research question?
What are the key findings? (summarize)
Can you accept the findings as convincing? Why or why not?
If they are convincing, how can I apply these findings to my own work? Why is this piece of research important?
Key conclusions or recommendations
Strengths of the research:
What is good about the paper?
How does it advance our understanding of the subject or how to research it?
Weaknesses/limitations of the research:
In what ways is it limited? When and where would it not apply?
Relationship to my own research topic:
In what ways is it relevant?
What are the implications for your own research? Relationship to other papers read:
How does this paper relate to others I have read?
What are the similarities and differences?
