The influence of artificial intelligence marketing on customer satisfaction in online retail
Maiwald, Julia (2019)
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019102920330
https://urn.fi/URN:NBN:fi:amk-2019102920330
Tiivistelmä
The online retail has changed considerably due to artificial intelligence. Companies have more possibilities to control the buying behaviour of their customers through AI marketing. The purpose of the study was to determine the influence of artificial intelligence marketing on customer satisfaction in online retail. Information and results out of this study might help companies to discover a way to increase customers satisfaction with AI marketing. The major focus was on Facebook ads, Amazon recommendations and chatbots as these applications are the most popular ones.
The data collection consists of two parts. On the one hand, the theory of artificial intelligence, AI in marketing, customer satisfaction and online retail has been studied in detail in order to obtain valuable background information and get adequate knowledge of the topic. On the other hand, a survey as a quantitative method was conducted.
The results showed that customer satisfaction is not positively influenced by artificial intelligence marketing but depends on the individual preferences of the customers. Due to the constant development of artificial intelligence, it is possible that in the future the satisfaction can be improved by artificial intelligence-based applications.
The data collection consists of two parts. On the one hand, the theory of artificial intelligence, AI in marketing, customer satisfaction and online retail has been studied in detail in order to obtain valuable background information and get adequate knowledge of the topic. On the other hand, a survey as a quantitative method was conducted.
The results showed that customer satisfaction is not positively influenced by artificial intelligence marketing but depends on the individual preferences of the customers. Due to the constant development of artificial intelligence, it is possible that in the future the satisfaction can be improved by artificial intelligence-based applications.