Research Study: The Role of AI-Powered Personalisation in Consumer Loyalty in Germany

Dear participant,

You are invited to participate in a research study titled "The Role of AI-Powered Personalisation in Consumer Loyalty in German E-Commerce." This study is conducted as part of a Bachelor Thesis at OTH Amberg-Weiden. The purpose of this research is to investigate how AI-driven strategies—specifically product recommendations, tailored communication, and dynamic pricing—influence consumer perceptions and long-term brand loyalty.

Your participation involves completing an online questionnaire which is estimated to take between 10 and 15 minutes. Please note that there are no right or wrong answers; we are seeking your honest perspective based on your personal shopping experiences.

Data Privacy and Confidentiality All data collected in this study will be handled with strict confidentiality. Your responses are recorded anonymously, and no personal identifying information will be linked to your research data. The results will be analyzed in aggregate form and used exclusively for academic purposes.

Experimental Hours (For OTH Amberg-Weiden Students) Students enrolled at OTH Amberg-Weiden are eligible to receive 0.25 experimental hours for their successful participation. To facilitate this, a separate section at the end of the survey will request your enrollment number and university email address. This information will not be stored or analyzed alongside your survey responses.

Consent Your participation is strictly voluntary, and you may withdraw at any time without penalty. By proceeding to the next page, you indicate that you have read this information and voluntarily agree to participate.

Principal Researcher: Manoj Kumar

Institution: OTH Amberg-Weiden (2026)

Supervisors: Prof. Dr. Anna-Katharina Grimm; Prof. Mag. Cornelia Oszlonyai