Enhancing Quick Commerce Service Experience Through AI Marketing
K. V. Haneefa, Harmandeep Singh · 2025
This study examines the impact of AI-driven marketing strategies on quick commerce service experience (QCSE). Specifically, it investigates how personalization, smart search, and dynamic pricing influence consumers' perceptions of service experience in ultra-fast delivery platforms. Using partial least squares structural equation modelling (PLS-SEM) on survey data from 427 quick commerce users in India, the study finds that personalization has the strongest positive effect on QCSE, followed by dynamic pricing, while smart search has a weaker yet significant impact. The research validates QCSE as a higher-order formative construct comprising app design, security, fulfilment, and service support dimensions. The findings contribute to signaling theory by demonstrating how AI-driven marketing features serve as signals of platform experience perceptions. For practitioners, the results highlight the importance of AI-powered personalization and pricing strategies in enhancing service experiences.