CRAFTING CONNECTIONS: GENERATIVE AI'S IMPACT ON POST-PURCHASE COMMUNICATION IN E-COMMERCE

Mirismoil Usmonov

Makale detayları

CRAFTING CONNECTIONS: GENERATIVE AI'S IMPACT ON POST-PURCHASE COMMUNICATION IN E-COMMERCE

Yazarlar:

Mirismoil Usmonov

Yayıncı:

Ataturk University

Ana Başlıklar:

Communication and Media Studies (Other)

Dergi:

Contemporary Issues of Communication Vol.4 Issue 1, pp.77-101

Belge Tipi:

Makale

Yayın Tarihi:

3/2025

Belge Dili:

İngilizce

Document ID (Org No.):

2001344547

pISSN:

2980-1524

Anahtar kelimeler:

Özet:

 As e-commerce continues to expand, the importance of enhancing customer experience through effective post-purchase communication becomes more critical. This research addresses a significant gap in current knowledge by exploring the impact of generative artificial intelligence Gen AI on post-purchase communications, a largely underexplored area with substantial implications for customer satisfaction and brand loyalty. The objective of this study is to evaluate how Gen AI tools effect customer post-purchase interactions and to identify best practices and likely pitfalls in their application. Employing a qualitative analysis of 80 academic papers, this study utilizes Thematic Qualitative Data Analysis TQDA to categorize findings into key themes: Alignment with Expectations, Perceived Responsiveness, Emotional Resonance, and Customer Retention. The research revealed that Gen AI significantly enhances customer satisfaction by providing personalized and timely responses, which align with customer expectations. Moreover, AI-driven strategies are shown to improve customer retention by enhancing the overall emotional connections through consistent, quality interactions. The implications of these findings are profound for e-commerce businesses. Implementing Gen AI can lead to better customer loyalty and a competitive advantage in e-commerce. Still, companies must address the challenges to maximize the benefits. And ensure the ethical use of AI and maintain a balance amid automated and human interactions. This research contributes to the broader understanding of AIs role in e-commerce and offers a foundation for more exploration into optimizing AI tools.

 As e-commerce continues to expand, the importance of enhancing customer experience through effective post-purchase communication becomes more critical. This research addresses a significant gap in current knowledge by exploring the impact of generative artificial intelligence Gen AI on post-purchase communications, a largely underexplored area with substantial implications for customer satisfaction and brand loyalty. The objective of this study is to evaluate how Gen AI tools effect customer post-purchase interactions and to identify best practices and likely pitfalls in their application. Employing a qualitative analysis of 80 academic papers, this study utilizes Thematic Qualitative Data Analysis TQDA to categorize findings into key themes: Alignment with Expectations, Perceived Responsiveness, Emotional Resonance, and Customer Retention. The research revealed that Gen AI significantly enhances customer satisfaction by providing personalized and timely responses, which align with customer expectations. Moreover, AI-driven strategies are shown to improve customer retention by enhancing the overall emotional connections through consistent, quality interactions. The implications of these findings are profound for e-commerce businesses. Implementing Gen AI can lead to better customer loyalty and a competitive advantage in e-commerce. Still, companies must address the challenges to maximize the benefits. And ensure the ethical use of AI and maintain a balance amid automated and human interactions. This research contributes to the broader understanding of AIs role in e-commerce and offers a foundation for more exploration into optimizing AI tools.

 As e-commerce continues to expand, the importance of enhancing customer experience through effective post-purchase communication becomes more critical. This research addresses a significant gap in current knowledge by exploring the impact of generative artificial intelligence Gen AI on post-purchase communications, a largely underexplored area with substantial implications for customer satisfaction and brand loyalty. The objective of this study is to evaluate how Gen AI tools effect customer post-purchase interactions and to identify best practices and likely pitfalls in their application. Employing a qualitative analysis of 80 academic papers, this study utilizes Thematic Qualitative Data Analysis TQDA to categorize findings into key themes: Alignment with Expectations, Perceived Responsiveness, Emotional Resonance, and Customer Retention. The research revealed that Gen AI significantly enhances customer satisfaction by providing personalized and timely responses, which align with customer expectations. Moreover, AI-driven strategies are shown to improve customer retention by enhancing the overall emotional connections through consistent, quality interactions. The implications of these findings are profound for e-commerce businesses. Implementing Gen AI can lead to better customer loyalty and a competitive advantage in e-commerce. Still, companies must address the challenges to maximize the benefits. And ensure the ethical use of AI and maintain a balance amid automated and human interactions. This research contributes to the broader understanding of AIs role in e-commerce and offers a foundation for more exploration into optimizing AI tools.

 As e-commerce continues to expand, the importance of enhancing customer experience through effective post-purchase communication becomes more critical. This research addresses a significant gap in current knowledge by exploring the impact of generative artificial intelligence Gen AI on post-purchase communications, a largely underexplored area with substantial implications for customer satisfaction and brand loyalty. The objective of this study is to evaluate how Gen AI tools effect customer post-purchase interactions and to identify best practices and likely pitfalls in their application. Employing a qualitative analysis of 80 academic papers, this study utilizes Thematic Qualitative Data Analysis TQDA to categorize findings into key themes: Alignment with Expectations, Perceived Responsiveness, Emotional Resonance, and Customer Retention. The research revealed that Gen AI significantly enhances customer satisfaction by providing personalized and timely responses, which align with customer expectations. Moreover, AI-driven strategies are shown to improve customer retention by enhancing the overall emotional connections through consistent, quality interactions. The implications of these findings are profound for e-commerce businesses. Implementing Gen AI can lead to better customer loyalty and a competitive advantage in e-commerce. Still, companies must address the challenges to maximize the benefits. And ensure the ethical use of AI and maintain a balance amid automated and human interactions. This research contributes to the broader understanding of AIs role in e-commerce and offers a foundation for more exploration into optimizing AI tools.

Makale detayları

CRAFTING CONNECTIONS: GENERATIVE AI'S IMPACT ON POST-PURCHASE COMMUNICATION IN E-COMMERCE

Yazarlar:

Mirismoil Usmonov

Yayıncı:

Ataturk University

Ana Başlıklar:

Communication and Media Studies (Other)

Dergi:

Contemporary Issues of Communication Vol.4 Issue 1, pp.77-101

Belge Tipi:

Makale

Yayın Tarihi:

3/2025

Belge Dili:

İngilizce

Document ID (Org No.):

2001344547

pISSN:

2980-1524

AI

Gen AI

E-Commerce

Post-Purchase Communications

Sayı

Makale detayları

CRAFTING CONNECTIONS: GENERATIVE AI'S IMPACT ON POST-PURCHASE COMMUNICATION IN E-COMMERCE

Yazarlar: Mirismoil Usmonov

Yayıncı: Ataturk University

Ana Başlıklar: Communication and Media Studies (Other)

Dergi: Contemporary Issues of Communication Vol.4 Issue 1, pp.77-101

Belge Tipi: Makale

Yayın Tarihi: 3/2025

Belge Dili: İngilizce

Document ID (Org No.): 2001344547

pISSN: 2980-1524

AI

Gen AI

E-Commerce

Post-Purchase Communications

Sayı

Yazarlar:

Mirismoil Usmonov

Yayıncı:

Ataturk University

Ana Başlıklar:

Communication and Media Studies (Other)

Dergi:

Contemporary Issues of Communication Vol.4 Issue 1, pp.77-101

Belge Tipi:

Makale

Yayın Tarihi:

3/2025

Belge Dili:

İngilizce

Document ID (Org No.):

2001344547

pISSN:

2980-1524