Exploring the Role of AI in Enhancing Customer Experience in Zimbabwean E-Commerce Platforms

Abstract

This study explores the role of Artificial Intelligence (AI) in enhancing customer experience in Zimbabwean e-commerce platforms, with a focus on the banking industry. The research objectives are to examine the current state of AI adoption, assess the effectiveness of AI-driven customer experience solutions and identify challenges and opportunities for improvement. Grounded in the Service-Dominant Logic (SDL) Theory and the Technology Acceptance Model (TAM), this quantitative study employs a descriptive research design. A stratified random sampling technique was used to select a sample of 250 customers of Zimbabwean banks' e-commerce platforms. A survey questionnaire was used to collect quantitative data, which was analysed using statistical methods. The findings suggest that AI adoption has a positive impact on organisational performance and customer satisfaction and that AI-driven customer experience solutions are effective in improving customer satisfaction and loyalty. However, the adoption of AI-driven customer experience solutions is hindered by significant challenges, including data quality and regulatory issues. The study recommends that banks in Zimbabwe prioritise data quality, invest in AI-powered services and provide training and support to employees to ensure the successful adoption of AI-driven customer experience solutions. This study contributes to the understanding of AI adoption in the Zimbabwean banking industry and provides insights for banks to enhance customer experience and improve operational efficiency.