Student Perception Of Ai-Powered Service Quality And Customer Satisfaction: A Case Study Of Higher Learning Institution In Malaysia

Mohd Bukhari Bin Abd Razak

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Type :	Thesis
Subject :	Business, Marketing, International Trade
Main Author :	Mohd Bukhari Bin Abd Razak
Title :	Student Perception Of Ai-Powered Service Quality And Customer Satisfaction: A Case Study Of Higher Learning Institution In Malaysia
Content Type :	still image (rdacontent)
Media Type :	computer (rdamedia)
Carrier Type :	online resource (rdacarrier)

Place of Production :	Kuala Lumpur
Publisher :	Tun Razak Graduate School
Year of Publication :	June 2024
Physical Description :	ill, 71 pages
Notes :	Research Project Submitted in Partial Fulfillment of the Requirements for\r\nthe Degree of Master of Business Administration
Corporate Name :	UNIRAZAK Library
PDF Full Text :	Login required to access this item.

Abstract : UNIRAZAK Library

As service providers increasingly employ AI-powered service agents (AISAs), there's a growing concern about the lack of understanding regarding how these interactions influence consumers' perceptions of service quality. This underscores the urgent need for further research to comprehend consumers’ views towards the quality and outcome of AISA services, particularly chatbots. The main objective of this study is to analyze the effect of Artificial Intelligence (AI) powered service quality on customer satisfaction. Data collection was carried out using google form survey on 113 respondents from UINIRAZAK MBA students. The Statistical Package for Social Science (SPSS) version 27.0 was used to carry out the descriptive analysis. Subsequently, the study data was analyzed using the SmartPLS software (version 4.0) to assess the relationships between the dimensions of AI-powered service quality: efficiency, availability, security, anthropomorphism and customers’ satisfaction.

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