Developing a service quality scale for artificial intelligence service agents

Abstract

Purpose Service providers and consumers alike are increasingly adopting artificial intelligence service agents (AISA) for service. Yet, no service quality scale exists that can fully capture the key factors influencing AISA service quality. This study aims to address this shortcoming by developing a scale for measuring AISA service quality (AISAQUAL). Design/methodology/approach Based on extant service quality research and established scale development techniques, the study constructs, refines and validates a multidimensional AISAQUAL scale through a series of pilot and validation studies. Findings AISAQUAL contains 26 items across six dimensions: efficiency, security, availability, enjoyment, contact and anthropomorphism. The new scale demonstrates good psychometric properties and can be used to evaluate service quality across AISA, providing a means of examining the relationships between AISA service quality and satisfaction, perceived value as well as loyalty. Research limitations/implications Future research should validate AISAQUAL with other AISA types, as they diffuse throughout the service sector. Moderating factors related to services, the customer and the AISA can be investigated to uncover the boundary conditions under which AISAQUAL is likely to influence service outcomes. Longitudinal studies can be carried out to assess how ongoing use of AISA can change service outcomes. Practical implications Service managers can use AISAQUAL to effectively monitor, diagnose and improve services provided by AISA while enhancing their understanding of how AISA can deliver better service quality and customer loyalty outcomes. Originality/value Anthropomorphism is identified as a new service quality dimension. AISAQUAL facilitates theory development by providing a reliable scale to improve the current understanding of consumers’ perspectives concerning AISA services.

Communicating with the Generations: What Data Can a Hotel Get from their Guest for Service

“…However, hotels need to recognize their consumers, their needs and their preferred platform to co-create experiences, as guests have a pre-existing expectation toward the service. (Grönroos, 1984;, Wattoo & Iqbal, 2022Noor et al 2022) | 4…”

“…Communicating with the Generations: What Data Can a Hotel Get from their Guest for Service. https://doi.org/10.58345/CTJW3637 | 4 Technology More and greater information and communication technologies are available for the service providers to affect the tourist experience (Law et al,2009;Yang et al, 2021;Noor et al, 2022). Information and communication technologies, which can include software, hardware, and NetWare, can be any communication technology between guest and hotel (Buhalis, 2003).…”

“…Information and communication technologies, which can include software, hardware, and NetWare, can be any communication technology between guest and hotel (Buhalis, 2003). The development of the tourism industry was parallel with the development of these communication technology elements (Hoffman, 2000) and Web 2.0 created various tools that empowered guests to generate content and share experiences (Tussyadiah & Fesenmaier, 2009;Noor et al, 2022). This trend is taking part, in the new service designs (Sigala, 2009), influencing online reputation and branding (Inversini et al, 2010).…”

“…https://doi.org/10.58345/CTJW3637 | 5 platforms as they collect user data it can cause privacy concerns. (Joinson and Paine, 2007;Culnan and Amstron, 1999;Phelps et al, 2000;Lee and Cranage 2011;Noor et al, 2022) New technology can significantly influence a hotel guest's overall satisfaction, (Yang et al, 2021;Hwang et al, 2021) and the guest's reaction to technology will determine future decisions to revisit the hotel. (Cobanoglu et al, 2011).…”

“…The importance of consumer involvement, co-creation and technology implementation continued to grow. (Buhalis, 1998;Buhalis & Law, 2008;Bravo et al, 2019, Wattoo & Iqbal, 2022Noor et al, 2022). Technology has revolutionized the travel planning procedure, the travel experience and many cases, the stay itself.…”