| Abstract [eng] |
60 pages, 3 pictures, 14 tables, 58 references. The main objective of this Master's thesis is to evaluate the impact of artificial intelligence integration on customer experience dimensions within the context of food delivery platforms and to determine the role of technological readiness in this process. The thesis consists of the following main parts: literature review, research methodology and results, conclusions, and recommendations. The literature review provides an overview of the AI concept, its implementation stages, and the factors influencing it; it also analyzes the concept of customer experience and its evaluation criteria. Furthermore, the links between AI integration and customer satisfaction, trust, relationship quality, perceived effort, and loyalty are examined. The study also investigates how users' attitudes toward technology affect their experience. The conducted literature analysis allowed for the formulation of a theoretical research model, in which technological readiness is treated as a key mediator between AI integration and the final user experience. The research was conducted using a quantitative method – an online survey involving female users of food delivery platforms. The research results were processed using the SPSS statistical software. Cronbach's alpha coefficient was used to assess the reliability of the questionnaire, exceeding the 0.7 threshold across all scales. Correlation analysis, as well as simple and multiple linear regression, were applied for hypothesis testing. The study revealed that technological readiness plays a full mediating role in shaping customer experience: AI integration creates positive value not directly, but only through the users' personal technological receptivity. It was found that among the female audience, priority is given to functional transparency and the minimization of cognitive effort rather than an emotional connection with the technology. Based on the theoretical insights and research results, the conclusions and recommendations provide suggestions for business entities. The necessity to invest in user education and to personalize AI tools according to customers' technological readiness is emphasized. The author believes that the research results provide valuable guidelines for managers of food delivery platforms seeking to more effectively leverage AI potential in creating a high-quality customer experience. |
