The Impact of AI on Marketing Offer Personalization and Customer Satisfaction: The Mediating Role of Perceived Value and the Moderating Factor of Privacy Concern
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This paper examines the effect of AI-driven marketing where it offers personalization on customer satisfaction, where the mediating variable is perceived value and the moderating variable is the privacy concern. The study is based on the Perceived Value Theory and Privacy Calculus Theory. It follows the quantitative approach with the use of survey data of 307 e-commerce customers. The partial least squares structural equation modeling (PLS-SEM) was used to test the proposed research model. The results show that the personalization provided by AI has a strong direct and indirect positive impact on customer satisfaction via perceived value, which supports the mediating role of value perceptions. Perceived value was found to be one of the major explanatory mechanisms that would turn the benefits of personalization into an outcome of satisfaction. Contrastingly, the privacy concern did not directly affect customer satisfaction or moderate the relationship between personalization and customer satisfaction, which indicates that perceived benefits are more important in this regard than privacy concerns. These findings underscore the primary importance of value creation as part of AI-based personalization plans. In practice, the study suggests that companies should focus on value-adding personalization procedures and be responsible in data management to be able to keep customers satisfied in AI-powered digital contexts.
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