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A Review of AI (Artificial Intelligence) Tools and Customer Experience in Online Fashion Retail

Author

Listed:
  • Radhika Pillarisetty

    (Presidency University, India)

  • Pratika Mishra

    (Presidency University, India)

Abstract

Artificial Intelligence tools and processes have hugely impacted the ecommerce industry and the satisfaction of online customers. With technology largely pervading all facets of our lives, people want meaningful experiences. Artificial intelligence has the ability to deliver positive experiences for customers that helps build brand trust and customer satisfaction. Whether you are using your smartphone, laptop or voice assistants such as Alexa or Siri, service on the internet is gaining new ground. This paper does a literature review of the various technological advances that optimize the customer experience to evoke e-satisfaction, i.e. satisfaction while shopping online. E-satisfaction as a construct will be reviewed and its impact on customer purchase intention. This review will provide businesses and other researchers a frame of reference to conduct empirical studies in the area of AI and technology enabled retail.

Suggested Citation

  • Radhika Pillarisetty & Pratika Mishra, 2022. "A Review of AI (Artificial Intelligence) Tools and Customer Experience in Online Fashion Retail," International Journal of E-Business Research (IJEBR), IGI Global, vol. 18(2), pages 1-12, April.
    • Handle: RePEc:igg:jebr00:v:18:y:2022:i:2:p:1-12
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    File URL: http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/IJEBR.294111
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    References listed on IDEAS

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    1. Eroglu, Sevgin A. & Machleit, Karen A. & Davis, Lenita M., 2001. "Atmospheric qualities of online retailing: A conceptual model and implications," Journal of Business Research, Elsevier, vol. 54(2), pages 177-184, November.
    2. Nisar, Tahir M. & Prabhakar, Guru, 2017. "What factors determine e-satisfaction and consumer spending in e-commerce retailing?," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 135-144.
    3. Balabanis, George & Reynolds, Nina & Simintiras, Antonis, 2006. "Bases of e-store loyalty: Perceived switching barriers and satisfaction," Journal of Business Research, Elsevier, vol. 59(2), pages 214-224, February.
    4. Daniella Ryding & Gianpaolo Vignali & Myriam Caratù & Yen-Yin Wang & Robin Carey, 2016. "21st century luxury fashion retailers' marketing strategies for customer satisfaction: UK perspective," International Journal of Business and Globalisation, Inderscience Enterprises Ltd, vol. 16(1), pages 79-103.
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