Can Artificial Intelligence-Enabled Service Interactions Improve the Perception of Service Quality?

Artificial intelligence technology is widely used in service delivery, but the service effects resulting from its application are still controversial. This study focuses on the service interaction interface, constructs a research framework on AI-enabled elements and customer service quality perceptions, and explores the moderating role of service type. Data analysis of 315 valid questionnaires returned from the survey revealed that: both the functional element and socio-emotional element of AI have a significant positive effect on perceptions of reliability and responsiveness; the socio-emotional element of AI has a significant positive effect on perceptions of having empathy; and service type moderates the relationship between the socio-emotional element and perceptions of reliability and responsiveness, i.e. socio-emotional elements have a more significant impact on customers’ perceptions of reliability and responsiveness in hedonic services than in functional services. This study enriches theoretical and applied research on AI in services, broadens the study of contextual factors in the application of the technology, and provides a reference for companies to adopt AI services.