The Impact of Artificial Intelligence on Customer Service Marketing in Online Retail Platforms: Evidence from Tamil Nadu, India
Authors-Assistant Professor Ms Mithuna R, Ms Sowmiya S
Keyword-Artificial Intelligence; Customer Service Marketing; E-Commerce; Consumer Satis-faction; Personalisation; Online Retail
Rapid advancement in the field of Artificial Intelligence (AI) in e-commerce has revolutionized customer service marketing strategies around the world. Although significant advancements have been made in recent years, there is limited empirical documentation about consumer aware-ness, perception, and behavior towards AI-enabled retailing services, especially in developing countries like India. This paper seeks to examine the influence of AI technology in customer service marketing strategies in some of the leading e-commerce websites in India such as Ama-zon, Flipkart, Myntra, and Ajio.The adoption of a descriptive research approach and non-probability convenience sampling technique saw the collection of primary data from 109 online retailers. The data was analysed using Percentage Analysis, Mean Score Analysis, Cronbach's Alpha Reliability Test, Chi-Square Test, Pearson Correlation Analysis, and Multiple Regression Analysis in IBM SPSS. Some of the key findings include the fact that AI awareness among the respondents was moderate (mean score of 2.83-3.06), while AI-based personalization stood out as the best predictor of consumer satisfaction with mean value of 0.648 and P-value of 0.001, accounting for 69.4% of variance (R² = 0.694). Pearson correlation analysis revealed a positive correlation between the enhanced shopping experience offered by AI and consumer satisfaction (r=0.534, p<0.001).
Doi-[https://doi.org/10.5281/zenodo.20353514]