Recasting Service Quality for AI-Based Service
Date
2022
Authors
Noor, N.
Rao Hill, S.
Troshani, I.
Editors
Advisors
Journal Title
Journal ISSN
Volume Title
Type:
Journal article
Citation
Australasian Marketing Journal, 2022; 30(4):297-312
Statement of Responsibility
Nurhafihz Noor, Sally Rao Hill, Indrit Troshani
Conference Name
Abstract
Artificial intelligence service agents (AISA), such as chatbots and virtual assistants, are becoming increasingly pervasive in service. Research to date has not adequately addressed how the unique nature of AISA shape consumers’ service quality expectations. A deeper understanding of AISA service quality is important for their successful deployment in the service sector. To address this gap, we reviewed marketing and information systems literatures and conducted qualitative in-depth interviews with 37 informants, inclusive of 28 AISA users and nine AISA experts. We developed a conceptual framework for how consumers use and evaluate AISA. Twelve service quality dimensions emerged from the qualitative evidence representing AISA service quality, two of which align with AISA’s unique characteristics. The study extends the service quality theory to a new context and offers fresh insights for theory and practice. It culminates with a research agenda to advance research on AISA service quality.
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Dissertation Note
Provenance
Description
First published online: April 5, 2021
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© 2022 by Australian and New Zealand Marketing Academy. Published by Elsevier Ltd. All rights reserved.