The perception of using AI in loyalty programmes by consumers

Abstract

Motivation: The inspiration for conducting this research stemmed from the growing popularity of artificial intelligence in the economy. In addition, digital transformation favours the development of e-commerce, which is associated with the need to care for customers’ loyalty to the brand. Due to the increasing frequency of using AI in business operations, including in loyalty programs, an interesting research area has emerged: the impact of this solution on consumers’ behaviour.
Aim: The primary objective of this article is to investigate how Polish consumers perceive the use of artificial intelligence tools in loyalty programs. Whereas the detailed aims are to analyse knowledge about using artificial intelligence tools in loyalty programs, identify the disadvantages and advantages of these solutions, and find the dependence between the perception of particular aspects of using artificial intelligence in loyalty programs and the research sample’s metric features.
Materials and methods: To prepare for this publication, a review of the latest economic literature and Internet sources related to the analysis of topics was conducted. A survey research with consumers’ participation was also conducted. The collected data were analysed statistically to identify interesting dependencies across all samples, considering metric features.
Results: Conducted research enabled a better understanding of consumers’ opinions about using artificial intelligence in loyalty programmes. Thanks to this, there is a better understanding of the motives behind the actions of current consumers and the identification of new research gaps.