How Personalization Affects Customer Experience And Customer Loyalty In The Age Of Artificial Intelligence: A Study In Ho Chi Minh City

Abstract

The marketing industry has experienced a huge transformation with the rise of artificial intelligence (AI) technology, which has revolutionized data analysis, audience targeting, and personalized experiences. AI is now a major force behind the innovation and efficiency of marketing strategies and tactics. This research study aims to investigate the effects of personalization on customer experience and customer loyalty in the artificial intelligence era with the mediating role of trust. To conduct this research, we used quantitative research methods and conducted an online survey within the scope of Viet Nam National University HCMC. The collected data were analyzed using SPSS and SmartPLS. The key finding is the evaluation of the impact of AI-driven personalization on customer experience and customer loyalty in marketing and how trust enhances the positive correlations between variables. These results can help marketers optimize personalization as well as AI-driven personalization to improve customer experience, thereby increasing brand loyalty and cultivating brand love. Thus, it is crucial for marketers to understand the effects of personalization on consumer experience and loyalty in the context of AI in order to optimize their strategies and effectively leverage AI technologies