Advances in Consumer Research
Issue:5 : 2607-2617
Research Article
Effect of AI-Based Customer Service has on Customer Satisfaction and Loyalty as Applied to Quick Commerce
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1
Associate Professor, Christ (deemed to be) University, Bengaluru
2
Associate Professor, Pranveer Singh Institute of Technology, Kanpur,
3
Professor, Pranveer Singh Institute of Technology, Kanpur
4
Assistant Professor, Gautam Buddha University, Greater Noida
5
Assistant Professor, Jagran Institute of Management, Kanpur
Received
Oct. 10, 2025
Revised
Oct. 17, 2025
Accepted
Nov. 18, 2025
Published
Nov. 28, 2025
Abstract

The evolution of Artificial Intelligence has redefined the foundations of business success in today’s VUCA world. In the context of Quick commerce industry, which exists mainly due to the speed and convenience of operations, the AI-based customer service has emerged as a great competitive advantage. The study investigates the role of AI-based customer services on customer satisfaction and customer loyalty in the quick commerce sector. The focus is on exploring how personalization, emotional intelligence and quick response provided through AI-enabled customer service solutions, impact the consumer satisfaction and customer loyalty. The study uses data collected from 191 users of specific quick commerce platforms from selected metropolitan cities of India through stratified random sampling. Structural Equation Modelling using AMOS is performed to analyze the data and evaluate the relationships. The findings disclose that personalization and emotional intelligence of AI- powered services significantly increase the customer satisfaction. Also, the customer satisfaction is found to be mediating the relationship between personalization and emotional intelligence of AI on customer loyalty. Also, quick response does not significantly impact customer satisfaction, indicating that speed alone is not sufficient to satisfy the customer. The study underlines the importance of going more personalized and embracing the emotional aspect of AI- driven services to bring more customer satisfaction. Knowing these patterns is not only crucial but essential because it is responsible in observing user perceptions and interactions with quick commerce as well as their overall satisfaction which determines whether or not they will patronize them again.

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