Browsing by Author "MEAVOR MORAES"

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    The role of AI-powered chatbots in e-commerce customer experience : An empirical study
    (ASST. PROF. DEEPA V. DHUMATKAR, 2026) AYUSHI RAMINA; DIYA PATEL; FERNANDES EDEN; KIRAN DAS; MEAVOR MORAES
    This study was undertaken to examine how AI-powered chatbots influence customer experience in e-commerce platforms such as Amazon and Flipkart. The research aimed to evaluate the effectiveness of chatbots in delivering personalised experiences, identify their key benefits and challenges, analyse their impact on customer trust and perceived value and assess overall customer satisfaction. The study holds significance as it provides empirical insights for e-commerce businesses to strategically use chatbot technology to strengthen customer relationships and gain competitive advantage. Primary data were collected from 200 respondents through a structured questionnaire administered both online and personally. A combination of purposive, convenience, stratified, and snowball sampling techniques ensured representation across diverse demographic groups. The findings revealed that most respondents belonged to younger age group, indicating strong engagement among active online shoppers. Users largely perceived chatbot interfaces as easy and efficient, particularly valuing instant, round-the-clock support. While personalisation and speed positively influenced satisfaction and loyalty, trust levels remained moderate and technical errors were identified as a major challenge. Overall, AI chatbots have established a strong foundation in e-commerce customer service, though improvements in response relevance and system reliability are essential for enhanced satisfaction.