The Impact of AI Features on Customer Satisfaction and Purchase Intention in the Bangladeshi Food Industry
Year: 2026
Type: preprint
Study design: Observational Study
Abstract: The paper aims to explore how AI can influence customer satisfaction (CS) and lead to purchase intention (PI). It examined the effect of trust in AI (TRAI), AI transparency (AIT), AI personalisation (AIP), AI literacy (AIL), and AI perceived efficacy (AIPE) on CS. Moreover, the impact of CS on PI was also investigated. The study is grounded in the Technology Acceptance Model and the Unified Theory of Acceptance and Use of Technology (UTAUT) and blended with the Stimulus Organism Response (S-O-R) framework. In that case, it analyses the CS as a mediator between the formulated direct relationships. The convenience sampling technique was used in data collection by using social media platforms. A total of 410 food service app users completed the questionnaire. By excluding 57 incomplete and invalid forms, 353 customers' data were used to analyse by using Structural Equation Modelling through SmartPLS 4. The result revealed that TRAI, AIT, AIP, AIL, and AIPE have a positive and significant influence on CS. CS also shows a positive and significant relationship with PI. Moreover, it also finds that CS acts as a mediator among all the relationships except the relationship between AIL and PI. The paper adds knowledge to the existing literature by applying the TAM and UTAUT models to the S-O-R framework, especially from the Bangladeshi food industry perspective. It provides in-depth insights for the stakeholders, manufacturers, policymakers, and digital marketers on the necessary steps they can take.
Source: Research Square
Language: English
Topic: AI in Service Interactions
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W7154120899