AI-driven personalization and customer loyalty in Swedish e-commerce: exploring the effectiveness of AI as a strategic CRM practice
Edberg, Ebba Axelina Augusta (A.A. 2024/2025) AI-driven personalization and customer loyalty in Swedish e-commerce: exploring the effectiveness of AI as a strategic CRM practice. Tesi di Laurea in Corporate strategy, Luiss Guido Carli, relatore Maria Jell-Ojobor, pp. 97. [Master's Degree Thesis]
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Abstract/Index
Theory and literature review. The TOE framework. The UTAUT. The two-dimensional framework of customer loyalty. Process framework for e-commerce personalization. Operationalization of theoretical concepts. Methodology. Research strategy. Research design. Methods and means. Reflections. Limitations. Results. Perception and adoption of AI-driven personalization. Perception of customer loyalty. The relationship between customer loyalty and AI-driven personalization. Analysis. Implementation, adoption and use of AI-driven personalization. Customer loyalty in strategic CRM. The impact of AI on customer loyalty.
References
Bibliografia: pp. 88-94.
| Thesis Type: | Master's Degree Thesis |
|---|---|
| Institution: | Luiss Guido Carli |
| Degree Program: | Master's Degree Programs > Master's Degree Program in Management, English language (LM-77) |
| Chair: | Corporate strategy |
| Thesis Supervisor: | Jell-Ojobor, Maria |
| Thesis Co-Supervisor: | De Angelis, Matteo |
| Academic Year: | 2024/2025 |
| Session: | Summer |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 22 Oct 2025 15:26 |
| Last Modified: | 22 Oct 2025 15:26 |
| URI: | https://tesi.luiss.it/id/eprint/43485 |
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