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10.1016/j.chb.2020.106548

http://scihub22266oqcxt.onion/10.1016/j.chb.2020.106548
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32905175!7463275!32905175
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suck abstract from ncbi


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pmid32905175      Comput+Human+Behav 2021 ; 114 (ä): 106548
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  • Customer experiences in the age of artificial intelligence #MMPMID32905175
  • Ameen N; Tarhini A; Reppel A; Anand A
  • Comput Human Behav 2021[Jan]; 114 (ä): 106548 PMID32905175show ga
  • Artificial intelligence (AI) is revolutionising the way customers interact with brands. There is a lack of empirical research into AI-enabled customer experiences. Hence, this study aims to analyse how the integration of AI in shopping can lead to an improved AI-enabled customer experience. We propose a theoretical model drawing on the trust-commitment theory and service quality model. An online survey was distributed to customers who have used an AI- enabled service offered by a beauty brand. A total of 434 responses were analysed using partial least squares-structural equation modelling. The findings indicate the significant role of trust and perceived sacrifice as factors mediating the effects of perceived convenience, personalisation and AI-enabled service quality. The findings also reveal the significant effect of relationship commitment on AI-enabled customer experience. This study contributes to the existing literature by revealing the mediating effects of trust and perceived sacrifice and the direct effect of relationship commitment on AI-enabled customer experience. In addition, the study has practical implications for retailers deploying AI in services offered to their customers.
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