The e-commerce sector in India has grown rapidly which has increased competition among digital platforms because businesses now need to deliver exceptional customer experiences to achieve long-term success. The research investigates how digital experience and AI-based personalization and trust factors affect customer satisfaction and loyalty toward Flipkart through a Structural Equation Modelling methodology. The research team collected primary data from 400 participants who completed a structured questionnaire that used a 5-point Likert scale for their responses. The research shows that digital experience and AI personalisation and trust create a strong effect on consumer satisfaction because AI personalisation produces the highest impact. The study found that customer happiness is the most importaant factor in determining how loyal a customer is to a business. The study found that trust functions as a bridge which connects technological attributes to user satisfaction. The model showed high reliability whereas the results produced valid outcomes and the fit scores achieved satisfactory results. Businesses need to use advanced AI technology on their digital platforms because it is a key part of keeping customers happy and getting them to buy from you again. It also gives businesses an edge in the ever-changing world of e-commerce.
Singh et al. (Thu,) studied this question.