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The Impact of Artificial Intelligence on Customer Experience in E-Commerce Platforms
Dr.R.Marie Sheila, Assistant Professor of Commerce, Holy Cross College, (Autonomous), Tiruchirappalli
Pages: 01-13 | First Published: 05 Aug 2025
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Abstract
The introduction of Artificial Intelligence (AI) technologies into e-commerce platforms is transforming how businesses interact with consumers by redefining the customer experience (CX), personalizing interactions, automating processes, and generating data-driven insights. This paper explores how various aspects of the customer experience—including customer satisfaction, trust, personalization, and convenience—are influenced by the implementation of AI-driven technologies such as chatbots, recommendation engines, visual search, and predictive analytics. Drawing on a multidisciplinary literature review and empirical data collected from users of major e-commerce platforms, the study highlights both the opportunities and challenges posed by AI adoption. The findings indicate that while AI enhances personalization and operational efficiency, it also raises concerns related to data privacy, algorithmic bias, and the reduction of human interaction. This research offers a comprehensive understanding of AI’s impact on customer behavior and expectations, providing business insights and recommendations for e-commerce platforms to leverage AI responsibly and effectively to better meet customer needs. Future research is encouraged to focus on the longitudinal effects and intercultural differences in customer experience driven by AI.
Keywords: Artificial Intelligence, Customer Experience, E-commerce, Personalization, Chatbots, Recommendation Systems, Predictive Analytics, Consumer Behavior, Trust, Digital Commerce.

References

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Consumer Satisfaction Towards Water Purifiers: The Role of After-Sale Services in Nanded District
Dr. Gajanan Mudholkar, Asso.Professor & Research Guide: Purva Sandulal Pandit, Research Student, School of Commerce & Management Sciences, S.R.T.M.U University, Nanded, Maharashtra:
Pages: 14-21 | First Published: 05 Aug 2025
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Abstract

Safe drinking water is a core public-health priority in India, and household water purifiers (RO/UV/UF) have become ubiquitous in urban and semi-urban areas. While product features drive initial purchase, after-sale services (ASS) installation quality, complaint handling, spare-parts availability, AMCs, and technician conduct often determine sustained satisfaction and repurchase intention. This study examines how after-sale service quality influences overall consumer satisfaction with water purifiers in Nanded District (Maharashtra) and explores moderating roles of usage context (groundwater vs. municipal supply) and brand type (national vs. local). Using a cross-sectional survey (proposed n = 400 households, multistage sampling across Nanded city and selected talukas), we measure perceived ASS quality (adapted SERVQUAL), satisfaction, trust, value-for-money, and behavioral intentions. The analysis plan includes reliability testing, EFA/CFA, hierarchical regression, and mediation/moderation tests. We expect responsiveness and first-visit resolution to emerge as the strongest predictors of satisfaction, with trust mediating the ASS→ Satisfaction link. The paper concludes with policy and managerial implications for brands, dealers, and local service franchises in Nanded.

Keywords: After-sale services, water purifier, consumer satisfaction, Nanded district, SERVQUAL, AMC, and complaint resolution.­

References

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  2. Kaur, H., & Singh, A. (2022). After-sales service quality and its impact on customer loyalty: Evidence from consumer durables sector. Journal of Business and Retail Management Research, 16(3), 98–110.

  3. Patil, S., & Deshmukh, P. (2023). A study on consumer satisfaction towards home appliances with special reference to water purifiers. International Journal of Research and Analytical Reviews, 10(2), 245–252.

  4. Rahman, M., & Sultana, T. (2020). Determinants of customer satisfaction in after-sales service: An empirical study on durable goods. Journal of Consumer Behaviour, 19(6), 567–579. https://doi.org/10.1002/cb.1850

  5. Verma, A., & Kulkarni, R. (2024). Customer expectations and service performance in the water purifier industry: A case of Indian market. International Journal of Marketing and Technology, 14(1), 30–42.

  6. Chatterjee, A., & Dey, S. (2021). Role of after-sales service in shaping customer retention in consumer durable markets. Indian Journal of Marketing, 51(9), 36–49. https://doi.org/10.17010/ijom/2021/v51/i9/163214

  7. Khan, M. A., & Alam, S. (2022). Customer loyalty through service quality: Evidence from water treatment and purifier services. Journal of Service Research, 22(2), 134–148.

  8. Sharma, P., & Mehta, K. (2023). Impact of service responsiveness on consumer satisfaction in home appliance sector. International Journal of Applied Business and Economic Research, 21(3), 77–88.

  9. Singh, R., & Bansal, P. (2020). Factors influencing purchase decisions of water purifiers: An empirical investigation in urban India. Global Journal of Management and Business Research, 20(4), 25–34.

  10. Thomas, J., & George, R. (2021). The effect of cost transparency on customer trust and satisfaction in after-sale services. Journal of Consumer Marketing, 38(7), 807–817. https://doi.org/10.1108/JCM-04-2020-3732