Exploring the Role of AI in Marketing and Technology Readiness in Enhancing Customer Satisfaction and Business Performance in E-commerce
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Abstract
This study examines the relationships between technology readiness (TR), AI in marketing (AIM), customer satisfaction (CS), customer performance (CP), customer experience (CE), and financial performance (FP) in the context of Indonesian e-commerce businesses. Using structural equation modeling (PLS-SEM) on survey data from 314 business owners, the study finds strong positive relationships, with CS and CP acting as key mediators. The findings indicate that higher levels of TR significantly enhance CS, which in turn drives improved financial outcomes. Furthermore, the integration of AIM, particularly through personalized marketing tools, was found to have a substantial impact on both customer engagement and financial performance. The Sobel test results confirm that CS serves as a crucial mediator in the relationships between AIM, TR, and FP. This paper contributes to the existing literature by offering a comprehensive model that integrates several key constructs, providing new insights into the intersection of technology adoption and business performance in e-commerce. However, results are limited by convenience sampling and demographic concentration, which constrain generalizability. Practical recommendations emphasize prioritizing staff readiness, adopting AI-powered personalization tools, and actively tracking CS metrics to improve profitability.
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