Table of Contents
Introduction................................................................................................................................2
Research Background.............................................................................................................2
Rationale and Significance.....................................................................................................4
Research Aim and Objectives................................................................................................5
Research Aim......................................................................................................................5
Research Objectives............................................................................................................5
References..................................................................................................................................6
Introduction
Research Background
Artificial intelligence (AI) is a widely utilized technology in online buying these days
(Vaishali, 2021). AI is beginning to permeate many parts of human life, particularly in 2023.
From household appliances to security systems, artificial intelligence is almost ubiquitous.
But especially when it applies to e-commerce, AI is poised to transform corporate processes.
Shopify just bought Primer, an AI-powered style platform, to better customize and enhance
the consumer experience. Walmart, a major e-commerce operator, also bought Zeekit. This
online fitting room business utilizes artificial intelligence and robot vision to generate
accurate simulations of how apparel looks on various body shapes. It will enable Walmart to
improve its online fashion offerings, giving customers greater confidence and convenience
(Sravanthi, 2024).
Amazon, a prominent e-commerce business recognized for its innovation, employs AI-
powered Alexa to assess customer demand and deliver tailored product suggestions. Indeed,
studies have revealed that Amazon's recommendation system produces a stunning 35% of its
overall sales (Arishekar, 2024). However, Alibaba, a major e-commerce operator, has
adopted AI helpers such as Tmall Genie and Ali Assistant to obtain a competitive advantage
in the industry. Their AI-powered customer support chatbot answers 95% of both spoken and
written consumer questions. Alibaba also uses AI to provide smart product suggestions,
improve search results, and map delivery routes more efficiently. Another e-commerce
behemoth, eBay, deployed Shopbot, an AI-powered shopping assistant that assists consumers
in finding suitable goods. Customers may engage with the assistant by text, speech, or by
uploading photographs, and the bot provides correct information to the shoppers (Sravanthi,
2024).
Providing a great customer experience has emerged as a critical approach for service
organizations seeking a competitive edge (Catherine & Mai, 2020). Given the importance of
employee service in customer response and the prevalence of AI-powered services in online
shopping, this study provides a new perspective on how customers' experiences with AI and
employees influence their relationship with the service organization.
Specifically, AI advancements can improve the consumer experience by expanding
organizations' understanding of their preferences and purchasing patterns (Alston & Michael,
2019). Deploying AI technology strategically at several key consumer touch points might
thus provide considerable benefits to businesses and a probable rise in customer satisfaction
(Nisreen, et al., 2021). Given businesses' large efforts in deploying AI, evidence of how
customers adapt and if they trust and are content with this technology is required (Laura, et
al., 2022).
Marketing experts and academics have long been quite interested in the topic of customer
happiness (Thomas, et al., 2019). According to (Oliver, 1981), satisfaction is a term that
refers to an assessment of perceived disparities between a product's expectations and its
performance after consumption. (Lopo, et al., 2013) support this by arguing that customer
pleasure is a crucial construct in customer behavior, tactics, and both empirical and
theoretical modelling in marketing.
Creating a great service environment has become a significant technique for gaining
competitive advantages in online commerce (Leonard, 1995). The service experience
includes several touchpoints along the client journey. These touchpoints comprise client
contacts with various service signals (Katherine & Peter, 2016). (Berry, et al., 2006) Sort
these amenities as humanic, functional, and mechanical clues. Each hint improves clients'
service experiences with the firm. be a result, it is referred to be humanic, functional, or
mechanical experience, accordingly. Humanic interaction is the consequence of staff
interactions with consumers. Functional hints relate to the technical level of the service
providing, suggesting its dependability and competency. The mechanic experience is the
consequence of consumer engagement with the service's sensory components, which include
sights, scents, sounds, and other environmental aspects. According to (Berry, et al., 2006),
these encounters have distinct effects on consumers' cognitive and emotional assessments of
the organization's service excellence. Such perceptions have an impact on consumers'
relationships with the organization.
Recent research (Wirtz, et al., 2018) reveals that AI plays a critical role in affecting
consumers' service experiences. AI-powered services infiltrate company processes as a cost-
effective way to increase organizational efficiency and service delivery (for example, offering
clients with convenience by employing 24-hour auto-messaging services). According to
(Berry, et al., 2006) service experience categorization, AI-powered services can be classified
as functional experiences. Several surveys suggest that most consumers are dissatisfied or
unhappy with AI-powered service and prefer human contact with employee support.
Considering the importance of staff service in customer reaction and the prevalence of AI-
powered services inside organizations, this study offers a new perspective regarding how
customer experience via AI and people effects their connection with the service company.
However, the experience with staff service might not always be nice. Although these
employees are needed to conduct emotional labor (Grandey, 2000), this performance may
have negative consequences for the workers (job discontent, emotional dissonance, fatigue)
(Prentice, 2013). Their bad emotions may influence how consumers perceive and interact
with the employee. Some consumers may criticize, while others might be more sensitive
toward the staff.
In the customer service context, AI mainly refers to online and robot services provided to
clients to help them with their purchasing and consumption journeys (Lu, et al., 2019). In
other words, AI is one of the services provided by service providers to promote good attitudes
(satisfaction) and behaviors (buying and loyalty) among consumers by affecting their
customer experience. Customer evaluations demonstrate the worth of any business service.
Such service assessment reflects service quality.
Rationale and Significance
The significance of the research study is illustrated by modernity when dealing with the
subject in AI, and employee service quality, which is still unpopular about it, in addition to
the problem of customer satisfaction for businesses that have executed AI in their business
activities, and the need for companies to keep up with the growth in technology.
This study is crucial since the AI business in emerging nations is still in its early. Adding
evidence to the literature on online shopping customers' experiences, identifying variables
that contribute to consumer happiness and displeasure, and measuring customer opinions on
using online shopping during and after the epidemic (Vaishali, 2021). Until now, no research
has looked into how consumers' emotional intelligence affects their service experience and
relationship with the supplier. Researchers in information technology (IT) (Chou, et al., 2011)
have sought to combine human and machine intelligence from a technological standpoint to
improve operational systems. This study takes a new approach, looking into how consumers'
emotional intelligence influences their interactions with AI and workers, as well as their
future engagement. This study takes a first look into the merging of human and machine
intelligence in the business sector and extends emotional intelligence research into consumer
research to explore its effect on customer experience.
As a consequence, the purpose of this research is to make a contribution to greater
comprehension of consumer happiness in AI-enabled services by categorizing structures that
establish associations with consumer satisfaction. To yet, no research has looked into how
customers react to their interactions with AI-related offers or personnel service quality on
online purchasing platforms. Although online commerce endeavors to use AI to increase
operational efficiency and bring convenience to customers. The study aims to close the gap
by investigating how customers react to services delivered by AI-powered products and
workers. Because AI services vary greatly based on the service environment, this study
focuses on the e-commerce business. Most online retail sites employ comparable AI
technologies, such as chatbots, digital assistants, and voice-controlled services. The goal of
this strategy is to establish a standard AI services.
Research Aim and Objectives
Research Aim
The main aim of this research is to identify the effect of employee service quality that
influences customer satisfaction related to artificial intelligence (AI) in Amazon online
shopping.
Research Objectives
By achieving the below-mentioned research objectives, this study intends to strengthen the
understanding of consumer satisfaction toward AI and employee service quality in online
platforms. This study will provide insightful information that online shopping business
owners and decision makers can use to establish focused initiatives to promote AI, employee
service quality, and foster more positive customer experiences for their customers. In
addition, this study will support broader initiatives to promote responsible online shopping,
AI and positive customer experiences in the world's fastest growing e-commerce
To evaluate the satisfaction level of online shopping users with AI and employee
service quality implemented by online shopping platforms
To examine the variance of employee service quality in customer satisfaction than AI
service quality
To assess the improvement of service quality in the online shopping and meet the
expectations of online shopping users
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