Abstract:
This research explores the impact of personalization technology on customer satisfaction in online fashion
retail. As e-commerce continues to expand, technologies such as AI-driven product recommendations,
augmented reality (AR) virtual trials, dynamic pricing , algorithm and behaviorally targeted promotions have
become important for enhancing the user experience. Although these features are widely used, less is known
about how exactly they affect customer satisfaction. This study fills this knowledge gap by examining the
impact of personalized technology AI recommendations, augmented reality fitting tools, dynamic pricing and
customized discounts on critical areas such as perceived convenience, emotional connection, and post purchase
loyalty. Data will be collected quantitatively from 250 online fashion customers through structured surveys,
and regression analysis will be used to examine the results. The findings will provide businesses with practical
advice on how to improve their digital strategies, thereby increasing customer retention and providing a
competitive advantage in the expanding online fashion industry. Frome theoretical perspective the study
contribute to the evolving body of knowledge about technology mediated customer experiences in online
fashion retails platform. This study aims to bridge the gap between technological innovation and consumer
psychology in the rapidly evolving world of online fashion retail industry.
