Impact of Artificial Intelligence on Customer Experience : A mixed-methods approach to study the impact of Artificial Intelligence on Customer Experience with Voice of Customer as the mediator

Abstract: Abstract Background: In the contemporary world, the emergence of artificial intelligence has brought about a revolutionary change in customer experiences. Businesses, in analyzing numerous data observations, are aiming to improve customer journeys, from the point of purchase until after the product is used, by making the entire process convenient, satisfactory, and efficient. Due to increasing competition, customer satisfaction has become the utmost priority for businesses; hence, businesses are striving to capture the voice of customers to increase customer satisfaction using artificial intelligence. Therefore, the intersection of artificial intelligence, voice of customer, and customer experience has emerged as a domain that has gained widespread popularity in the last decade. Purpose: To examine, analyze, and evaluate the effect of artificial intelligence on customer experience with the voice of the customer as the mediator. Method: The primary instruments of data collection were structured questionnaires and semi structured interviews. The sample constituted 197 respondents – customers of a technology driven company, Daraz, located in the city of Lahore in Pakistan. Direct and Indirect relationships between artificial intelligence, voice of customer, and customer experience were measured using correlational and mediation analysis. Conclusion: In the quantitative analysis, artificial intelligence was found to correlate statistically to customer experience. The voice of customer was discovered to have a partial mediation effect on the relationship between artificial intelligence and customer experience. In the qualitative analysis, it was discovered that artificial intelligence could become a significant part of business strategy to improve customer experience only if the costs associated with it are minimized