Noor, N.Rao Hill, S.Troshani, I.2022-04-262022-04-262022Australasian Marketing Journal, 2022; 30(4):297-3121441-35821839-3349https://hdl.handle.net/2440/134857First published online: April 5, 2021Artificial 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.en© 2022 by Australian and New Zealand Marketing Academy. Published by Elsevier Ltd. All rights reserved.service quality; artificial intelligence; anthropomorphism; proactivenessJournal article10.1177/183933492110050562022-04-26572180Noor, N. [0000-0001-8502-5722]Rao Hill, S. [0000-0002-0118-2841]Troshani, I. [0000-0002-4266-2833]