Impact of Artificial Intelligence in Online Customer Satisfaction: An Empirical Study using Multiple Regression Analysis

Abstract

Artificial intelligence has eased the customer-marketer interaction in online retailing by automizing the shopping activity with customized recommendations. AI has played a huge role in upgrading the retail business. In this paper, we have brought together the various benefits that customers have perceived during their shopping experience with AI enabled online retailers. We took a sample of 334 online consumers to determine the Role of AI in transforming online business and their impact on Customer Satisfaction. Exploratory Factor Analysis (EFA) and Multiple Regression were used to analyze the data. It was found that AI Based Product Recommendations, Personalized shopping experiences, Instant Interaction and Chatbots positively influence Customer Satisfaction with AI enabled online retailer.