Evolving Artificial Intelligence in E-Marketing: A Qualitative Study from the Consumer Experience Perspective | ||||
المجلة العلمية للدراسات التجارية والبيئية | ||||
Volume 16, Issue 2, April 2025, Page 3078-3096 PDF (513.66 K) | ||||
Document Type: المقالة الأصلية | ||||
DOI: 10.21608/jces.2025.437843 | ||||
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Authors | ||||
Toka Farouk Mohamed Ahmed Moussa* 1; Wael Abd El-Razk Kortam* 2; Reem Refai Ahmed Mahmoud* 3 | ||||
1Assistant Lecturer Faculty of Commerce – Suez Canal University | ||||
2Professor of Marketing and Director of Advanced Marketing Research Centre (AMRC) The British University in Egypt | ||||
3Assistant Professor of Business Administration Faculty of Commerce - Suez Canal University | ||||
Abstract | ||||
This article explores how artificial intelligence (AI) is transforming customer experience in the domain of e-marketing. With a focus on service quality, personalization, and perceived convenience, the paper synthesizes contemporary literature and real-world applications of AI in digital retail environments. This qualitative study investigates how AI reshapes the dynamics of customer-brand interactions, excluding discussions on privacy concerns and trust. Drawing upon scholarly and industry sources, the article presents a conceptual overview and thematic analysis to highlight the impact of AI technologies on consumer engagement, satisfaction, and loyalty. | ||||
Keywords | ||||
artificial intelligence; e-marketing; customer experience; service quality; personalization; perceived convenience | ||||
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