The Impact of Artificial Intelligence (AI) on Omnichannel Customer Experience
Keywords:
Artificial Intelligence, Omnichannel Customer Experience
Abstract
This research aims to determine the impact of Artificial Intelligence (AI) on Omnichannel Customer Experience (OCX). This research is quantitative with surveys as the data collection method. Data collection for this research was carried out on all Indonesian people. The data collection method uses an online questionnaire via Google Form which is obtained directly from the field and data collection is only carried out once and only represents at that time or cross- sectionally. The study collected data from 431 respondents in Indonesia. Hypothesis testing was performed using SEM-PLS with the SmartPLS software. The findings of this study suggest that dimension of AI can enhance the omnichannel customer experience.
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References
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Basuki, T. F. H., & Febrianta, M. Y. (2024). Pengaruh Empathy Response, Anonymity, dan Customization terhadap Customer Trust pada Chatbot Customer Service Tokopedia. El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam, 5(9), 4054–4067. https://doi.org/10.47467/elmal.v5i9.4150
Calvo, A. V., Franco, A. D., & Frasquet, M. (2023). The role of artificial intelligence in improving the omnichannel customer experience. International Journal of Retail and Distribution Management, 51(9–10), 1174–1194. https://doi.org/10.1108/IJRDM-12-2022-0493
Chen, J. S., Le, T. T. Y., & Florence, D. (2021). Usability and responsiveness of artificial intelligence chatbot on online customer experience in e-retailing. International Journal of Retail and Distribution Management, 49(11), 1512–1531. https://doi.org/10.1108/IJRDM- 08-2020-0312
Chi, N. T. K., & Vu, N. H. (2023). Investigating the customer trust in artificial intelligence: The role of anthropomorphism, empathy response, and interaction. CAAI Transactions on Intelligence Technology, 8(1), 260–273. https://doi.org/10.1049/cit2.12133
Daqar, M. A. M. A., & Smoudy, A. K. A. (2019). the Role of Artificial Intelligence on Enhancing Customer Experience. International Review of Management and Marketing, 9(4), 22–31. https://doi.org/10.32479/irmm.8166
Dwivedi, Y. K., Hughes, L., Ismagilova, E., Aarts, G., Coombs, C., Crick, T., Duan, Y., Dwivedi, R., Edwards, J., Eirug, A., Galanos, V., Ilavarasan, P. V., Janssen, M., Jones, P., Kar, A. K., Kizgin, H., Kronemann, B., Lal, B., Lucini, B., … Williams, M. D. (2021). Artificial Intelligence (AI): Multidisciplinary perspectives on emerging challenges, opportunities, and agenda for research, practice and policy. International Journal of Information Management, 57(August 2019), 101994. https://doi.org/10.1016/j.ijinfomgt.2019.08.002
Hair, J. ., Black, W. ., Babin, B. ., & Anderson. (2014). Multivariate Data Analysis (7th Editio). Pearson.
Khrais, L. T. (2020). Role of Artificial Intelligence in Shaping Consumer Demand in E-Commerce.
Neuman, W. L. (2014). Social Research Methods: Qualitative and Quantitative Approaches (7th editio). MA: Pearson Education.
Pantano, E., & Scarpi, D. (2022). I, Robot, You, Consumer: Measuring Artificial Intelligence Types and their Effect on Consumers Emotions in Service. Journal of Service Research, 25(4), 583–600. https://doi.org/10.1177/10946705221103538
Paschen, J., Kietzmann, J., & Kietzmann, T. C. (2019). Artificial intelligence (AI) and its implications for market knowledge in B2B marketing. Journal of Business and Industrial Marketing, 34(7), 1410–1419. https://doi.org/10.1108/JBIM-10-2018-0295
Schindler, P. S. (2019). Business Research Method. McGraw-Hill.
Shen, X.-L., Li, Y.-J., Sun, Y., & Wang, N. (2018). Channel integration quality, perceived fluency and omnichannel service usage: The moderating roles of internal and external usage experience. Decision Support Systems, 109, 61–73.
Shi, S., Wang, Y., Chen, X., & Zhang, Q. (2020). Conceptualization of omnichannel customer experience and its impact on shopping intention: A mixed-method approach. International Journal of Information Management, 50(February 2019), 325–336. https://doi.org/10.1016/j.ijinfomgt.2019.09.001
Sulistyowati, Rahayu, Y. S., & Naja, C. D. (2023). Penerapan Artificial Intelligence Sebagai Inovasi Di Era Disrupsi Dalam Mengurangi Resiko Lembaga Keuangan Mikro Syariah. Wadiah, 7(2), 117–142. https://doi.org/10.30762/wadiah.v7i2.329
Toha, M., & Aini, Q. (2022). Analysis Customers’ Interest to IB Faedah Savings. Majapahit Journal of Islamic Finance and Management, 1(2), 151-163. https://doi.org/10.31538/mjifm.v1i2.19
Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2015). From Multi-Channel Retailing to Omni- Channel Retailing. Introduction to the Special Issue on Multi-Channel Retailing. Journal of Retailing, 91(2), 174–181. https://doi.org/10.1016/j.jretai.2015.02.005
Yusufadz, A. C., & Rosyidin, A. (2022). Analisis Penerapan Artificial Intelligence Dan Robotik Pada Industri Manufaktur Indonesia Dalam Menghadapi Era Industri 4.0. Prosiding Seminar Nasional Teknologi…, 1(1), 227–232. https://journal.atim.ac.id/index.php/prosiding/article/view/330%0Ahttps://journal.atim.ac.id/index.php/prosiding/article/download/330/250
Published
2024-11-01
How to Cite
Damayanti, R., & Sumayyah, S. (2024). The Impact of Artificial Intelligence (AI) on Omnichannel Customer Experience. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 8(1), 417-428. https://doi.org/10.31538/iijse.v8i1.5841
Section
Articles
Copyright (c) 2024 Rizki Wahyuning Damayanti, Sumayyah Sumayyah
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