Experiencing the AI emergence in Indian retail – Early adopters approach

• Main Authors: R. Seranmadevi, A. Senthil Kumar
• Format: Article
• Language: English
• Published: Growing Science 2018-11-01
• Series: Management Science Letters
• Subjects: Artificial intelligence; Big data; Consumer delight; Offline; Online; Retail; Retailers intention
• Online Access: http://www.growingscience.com/msl/Vol9/msl_2019_14.pdf
• ISSN: 1923-9335; 1923-9343

The usage of Artificial Intelligence (AI) technique under retail industry will bring glorious outcome and flourishing benefits for both the retailers and the distinguished customers. The multiple platforms of AI usage in retail arena are discussed under two different cluster classified as online and offline, based on the terms of execution of retail activity. The present research was conducted with the objectives of evaluating the contribution of quality, customer relationship management and big data in designing futuristic retail model and analyzing the intention of retailers and shoppers in experiencing the emergence of AI. Disproportionate multistage judgement sampling method was em-ployed. A sample of 610 shoppers from four different capital regions of southern part of states in India was considered for the statistical analysis. Data was collected during the first quarter period of 2018. Descriptive research design was used to describe the intention of shoppers towards the emer-gence of AI in the Indian retail sector. The usages of AI technologies in online and offline retail are grouped separately and its effect on building the quality, customer relationship management and big data was evolved. Finally, its impact on the retailers intention and customers delight was studied through Structural Equation Modeling with testing of appropriate hypothesis.