Enhancing Quick Commerce Service Experience Through AI Marketing: An Empirical Investigation

Title

Enhancing Quick Commerce Service Experience Through AI Marketing: An Empirical Investigation

Creator

Haneefa, K.V.; Singh, Harmandeep

Description

This study examines the impact of AI-driven marketing strategies on quick commerce service experience (QCSE). Specifically, it investigates how personalization, smart search, and dynamic pricing influence consumers' perceptions of service experience in ultra-fast delivery platforms. Using partial least squares structural equation modelling (PLS-SEM) on survey data from 427 quick commerce users in India, the study finds that personalization has the strongest positive effect on QCSE, followed by dynamic pricing, while smart search has a weaker yet significant impact. The research validates QCSE as a higher-order formative construct comprising app design, security, fulfilment, and service support dimensions. The findings contribute to signaling theory by demonstrating how AI-driven marketing features serve as signals of platform experience perceptions. For practitioners, the results highlight the importance of AI-powered personalization and pricing strategies in enhancing service experiences. 2025 by IGI Global Scientific Publishing. All rights reserved.

Source

Leveraging AI-Powered Marketing in the Experience-Driven Economy;pp.203-228

Date

01-01-2025

Publisher

IGI Global

Coverage

Haneefa K.V., Christ University, Bangalore, India; Singh H., Christ University, Bangalore, India

Rights

Restricted Access; Hardcopy may be available in the library

Relation

ISBN: 979-836939563-9; 979-836939561-5;

Format

online

Language

English

Type

Book chapter

Identifier

https://doi.org/10.4018/979-8-3693-9561-5.ch007

https://www.scopus.com/pages/publications/105004515941?origin=resultslist