Tools
Tools
Lasekan, Omorinsola Tolulope (2024) The Role of AI-driven Personalised Marketing for Customer Retention in the European E-commerce Industry (Ireland). Masters thesis, Dublin, National College of Ireland.
Preview |
PDF (Master of Science)
Download (1MB) | Preview |
Abstract
The evolution and increasingly competitive landscape of the e-commerce industry, particularly in Ireland, has driven the adoption of advanced strategies and technologies such as Artificial Intelligence (AI) to enhance customer retention. This research investigates the effectiveness of AI-driven personalized marketing in achieving customer loyalty in the Irish e-commerce sector. The aim is to explore the relationship between AI-driven personalized marketing and customer satisfaction, with a focus on understanding its impact on consumer behavior and retention rates. The study also investigates the specific AI tools and techniques that prove most effective in personalized marketing, as well as examining the benefits and challenges from the consumer’s perspective.
A Quantitative method (Survey) was used to collect primary data for this research. The survey targeted 80 e-commerce customers in Ireland. The findings reveal a positive correlation between personalized marketing and customer retention, highlighting the significance of AI in tailoring consumer experiences. However, concerns regarding data privacy and ethical considerations were also prominent, suggesting areas for future research and development. The study concludes that AI-driven personalized marketing is a viable tool for enhancing customer loyalty, but its implementation must be balanced with ethical practices to maintain consumer trust and confidence.
| Item Type: | Thesis (Masters) |
|---|---|
| Supervisors: | Name Email Tan, Eileen UNSPECIFIED |
| Subjects: | Q Science > QH Natural history > QH301 Biology > Methods of research. Technique. Experimental biology > Data processing. Bioinformatics > Artificial intelligence Q Science > Q Science (General) > Self-organizing systems. Conscious automata > Artificial intelligence H Social Sciences > HF Commerce > Marketing > Consumer Behaviour H Social Sciences > HF Commerce > Electronic Commerce D History General and Old World > DA Great Britain > Ireland H Social Sciences > HF Commerce > Marketing |
| Divisions: | School of Business > Master of Science in International Business |
| Depositing User: | Ciara O'Brien |
| Date Deposited: | 11 Aug 2025 11:34 |
| Last Modified: | 11 Aug 2025 11:34 |
| URI: | https://norma.ncirl.ie/id/eprint/8481 |
Actions (login required)
 |
View Item |