Theoretical Analysis of the Impact of Artificial Intelligence on Service Quality and Customer Satisfaction: Towards a Model Framework

Analyse théorique de l'effet de l'intelligence artificielle sur la qualité des services et la satisfaction des clients: Ébauche d'un modèle

Hajar Kobi, Zouhair Allal, Laila Zamzami (), Fatima Charef and Elmahdi Lemrami
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Hajar Kobi: University Mohamed 5 of Rabat
Zouhair Allal: EMSI - Ecole Marocaine des Sciences de l’Ingénieur (EMSI)-Rabat, Maroc Laboratoire de recherche « SMARTILAB »
Fatima Charef: UIT - Université Ibn Tofaïl

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Abstract: In a competitive environment where the standardization of offerings makes differentiation difficult, service quality and customer satisfaction are becoming major strategic factors. The rise of artificial intelligence (AI) is reconfiguring these dimensions, profoundly changing the way companies interact with their customers. This article analyzes the central role of artificial intelligence (AI) in improving customer satisfaction and service quality, by integrating contextual variables likely to better explain these relationships. This is a mobilized literature review that draws on recent work in marketing, information systems and customer relationship management, enabling us to propose a holistic conceptual framework that highlights the direct (the immediate effect of AI on quality and satisfaction), mediating (trust in technology, quality of user experience) and moderating (attitude toinnovation, user environment) relationships between these three dimensions. The results reveal that AI plays a crucial role in improving the reliability, personalization and responsiveness of services, while raising important challenges concerning the perception of dehumanization in interactions and the protection of personal data. This framework offers theoretical perspectives to guide future research and inform innovative corporate strategies aimed at optimizing customer experience through artificial intelligence.

Keywords: Artificial intelligence; holistic conceptual framework; service quality; customer satisfaction; Intelligence artificielle; cadre conceptuel holistique; qualité de service; satisfaction du client (search for similar items in EconPapers)
Date: 2025-04-30
Note: View the original document on HAL open archive server: https://hal.science/hal-05078269v1
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Published in African Scientific Journal, 2025, 3 (29), ⟨10.5281/zenodo.15482359⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05078269

DOI: 10.5281/zenodo.15482359

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