The Impact of AI-Based Logistics on Personalized Marketing and Customer Experience: An Illustrative Empirical Study of Online Shoppers

Author

Yousif Mohamed Eltayeb Babiker, Dr. MD Mazharunnisa


Abstract

 This study examines the impact of AI-based logistics on personalized marketing and customer experience, with particular attention to the mediating role of personalized marketing. Primary data were collected through a structured online questionnaire from 80 respondents and analysed using descriptive statistics, chi-square tests, one-way ANOVA, correlation and OLS regression with a Sobel mediation test. Respondents reported a moderately positive view of AI-based logistics (M = 3.47, SD = 1.1 on a 5-point scale, n = 72), while personalized marketing (M = 2.82) and customer experience (M = 3.1) were rated close to the scale midpoint. Occupation was significantly associated with customer experience (F(4, 75) = 2.88, p = 0.028). Regression analysis showed that AI-based logistics significantly predicts personalized marketing (β = 0.51, p < .001, H1 supported), has a significant total effect on customer experience (β = 0.55, p < .001, H2 supported), and that personalized marketing significantly predicts customer experience (standardized β = 0.64, p < .001, H3 supported). The direct effect of AI-based logistics on customer experience remained significant but shrank after personalized marketing was added (standardized β = 0.22, p = 0.014), and a Sobel test confirmed a significant indirect effect (z = 4.12, p < .001), indicating partial mediation (H4, H5 supported). The findings support an integrated view in which AI-based logistics strengthens customer experience both directly and indirectly through more personalized marketing. As an illustrative, classroom-scale study, the dataset is used to demonstrate a complete, transparent empirical research process rather than to provide generalizable industry evidence; Section 10 sets out what a real field study would additionally require.



Keywords

Artificial Intelligence, AI-Based Logistics, Personalized Marketing, Customer Experience, Predictive Analytics, Mediation Analysis.



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References


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