Crafting connections: Generative AI's impact on post-purchase communication

Abstract

As e-commerce continues to expand, the importance of enhancing customer experience through effective post-purchase communication becomes more critical. This research addresses a significant gap in current knowledge by exploring the impact of generative artificial intelligence (Gen AI) on post-purchase communications, a largely underexplored area with substantial implications for customer satisfaction and brand loyalty. The objective of this study is to evaluate how Gen AI tools effect customer post-purchase interactions and to identify best practices and likely pitfalls in their application. Employing a qualitative analysis of 80 academic papers, this study utilizes Thematic Qualitative Data Analysis (TQDA) to categorize findings into key themes: Alignment with Expectations, Perceived Responsiveness, Emotional Resonance, and Customer Retention. The research revealed that Gen AI significantly enhances customer satisfaction by providing personalized and timely responses, which align with customer expectations. Moreover, AI-driven strategies are shown to improve customer retention by enhancing the overall emotional connections through consistent, quality interactions. The implications of these findings are profound for e-commerce businesses. Implementing Gen AI can lead to better customer loyalty and a competitive advantage in e-commerce. Still, companies must address the challenges to maximize the benefits. And ensure the ethical use of AI and maintain a balance amid automated and human interactions. This research contributes to the broader understanding of AI's role in e-commerce and offers a foundation for more exploration into optimizing AI tools.