Artificial Intelligence effectiveness in customer experience at retail

dc.contributor.authorCarvalho, João M. S.
dc.contributor.authorFaria, Sílvia
dc.contributor.authorOliveira, Daniel Alves de
dc.date.accessioned2023-08-01T08:59:26Z
dc.date.available2023-08-01T08:59:26Z
dc.date.issued2023-07
dc.description.abstractMany academics and practitioners now understand artificial intelligence (AI) as a new way for brands to interact with clients and a tool to improve customer experience. Many companies have implemented AI systems at their offline stores to enhance customer experience. However, some studies reveal that most individuals tend to prefer human interactions. This research aims to understand consumers' perceptions of the benefits of using AI in retail and how this can contribute to a positive experience. This study used an online survey distributed to a sample of customers of a well-known international retailer. Findings indicate that AI effectiveness, studied by the customer experience proxy, impacts perceived service quality, customization, and brand trust, positively impacting brand commitment and loyalty. The scales and the model were assessed and validated for this data. This study reinforces how AI can enable customer experience and, by doing so, help retailers to have trusting clients, committed individuals to the point of sale, and even develop brand loyalty.pt_PT
dc.identifier.citationCarvalho, J. M. S., Faria, S., & Oliveira, D. A. (2023). Artificial Intelligence effectiveness in customer experience at retail. In J. D. Santos, I. V. Pereira, & P. B. Pires (Eds.), Management and Marketing for Improved Retail Competitiveness and Performance, (cap. 9, pp. 180-199). IGI Global. https://doi.org/10.4018/978-1-6684-8574-3.ch009. Repositório Institucional UPT. http://hdl.handle.net/11328/5010pt_PT
dc.identifier.doihttps://doi.org/10.4018/978-1-6684-8574-3.ch009pt_PT
dc.identifier.isbn9781668485743
dc.identifier.isbn9781668485767
dc.identifier.urihttp://hdl.handle.net/11328/5010
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherIGI Globalpt_PT
dc.relation.publisherversionhttps://www.igi-global.com/chapter/artificial-intelligence-effectiveness-in-customer-experience-at-retail/327417pt_PT
dc.rightsrestricted accesspt_PT
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/pt_PT
dc.subjectArtificial intelligencept_PT
dc.subjectBrand trustpt_PT
dc.subjectBrand Commitmentpt_PT
dc.subjectPerceived Service Qualitypt_PT
dc.subjectCustomizationpt_PT
dc.subjectPerceived conveniencept_PT
dc.titleArtificial Intelligence effectiveness in customer experience at retailpt_PT
dc.typebook partpt_PT
degois.publication.firstPage180pt_PT
degois.publication.lastPage199pt_PT
degois.publication.titleManagement and Marketing for Improved Retail Competitiveness and Performancept_PT
dspace.entity.typePublicationen
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