Lamaj, Eden (A.A. 2024/2025) AI-powered omnichannel strategies in Albania: transforming customer journeys in an emerging market. Tesi di Laurea in Artificial intelligence & digital marketing, Luiss Guido Carli, relatore Maximo Ibarra, pp. 88. [Master's Degree Thesis]

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Abstract/Index

Literature review. Omnichannel retail: concepts and models. AI integration in retail and marketing. Digital transformation in emerging markets. Theoretical framework and prior studies. Research questions and hypotheses. Methodology. Research design and strategy. Survey structure and target population. Variables and coding. Econometric model and hypothesis testing. Tools and software (SPSS). Context: retail and e-commerce in Albania. Overview of the Albanian retail sector. Digital adoption and consumer behavior. Albania in the Western Balkans context. Case study: Kastrati Group. Company overview and business model. Current digital infrastructure. Gaps in omnichannel capabilities. AI-powered strategy proposal. Empirical analysis. Comparative descriptive statistics for variables with qualitative values. Statistical processing and inferential results for quantitative variables.

References

Bibliografia: pp. 63-67.

Thesis Type:	Master's Degree Thesis
Institution:	Luiss Guido Carli
Degree Program:	Master's Degree Programs > Master's Degree Program in Strategic Management (LM-77)
Chair:	Artificial intelligence & digital marketing
Thesis Supervisor:	Ibarra, Maximo
Thesis Co-Supervisor:	Mazzù, Marco Francesco
Academic Year:	2024/2025
Session:	Summer
Deposited by:	Alessandro Perfetti
Date Deposited:	11 Sep 2025 13:32
Last Modified:	11 Sep 2025 13:32
URI:	https://tesi.luiss.it/id/eprint/43149

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