AI-Driven Personalization and Customer Retention in E-Commerce: An Empirical Study of the Indian Market
Keywords:
artificial intelligence, personalization, customer retention, customer trust, perceived privacy risk, structural equation modelling, Indian e-commerce.Abstract
Artificial intelligence has moved from a back-end analytical tool to a front-facing feature thatshapes how consumers experience online shopping. Recommendation engines, dynamic pricing,and behaviorally tailored content now sit at the centre of most e-commerce platforms operating in India, yet questions remain about whether such personalization actually deepens customerloyalty or whether it simply raises concerns about data privacy that offset its benefits
References
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