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Enhancing Quick Commerce Service Experience Through AI Marketing: An Empirical Investigation
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Author(s): K. V. Haneefa (Christ University, Bangalore, India)and Harmandeep Singh (Christ University, Bangalore, India)
Copyright: 2025
Pages: 26
Source title:
Leveraging AI-Powered Marketing in the Experience-Driven Economy
Source Author(s)/Editor(s): Rhytheema Dulloo (Hindustan Institute of Technology and Science, India), Anand Kurian (University of Exeter Business School, UK), Minja Bolesnikov (Swiss School of Business and Management, Switzerland), Ilse Struweg (University of Johannesburg, South Africa)and Kaliyan Mathiyazhagan (Thiagarajar School of Management, India)
DOI: 10.4018/979-8-3693-9561-5.ch007
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Abstract
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.
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