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Examining the Impact of AI Chatbot Service Quality Adoption on Customer Loyalty in the Food Service Sector

Author

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  • Hong Yi Li

    (Universiti Teknologi Malaysia, Malaysia Author-2-Name: Ai Chin Thoo Author-2-Workplace-Name: Universiti Teknologi Malaysia, Malaysia Author-3-Name: Yan Yee Chan Author-3-Workplace-Name: Universiti Teknologi Malaysia, Malaysia Author-4-Name: Lo Ying Tuan Author-4-Workplace-Name: XJTLU Entrepreneur College, Xi'an Jiatong-Liverpool University, China Author-5-Name: Author-5-Workplace-Name: Author-6-Name: Author-6-Workplace-Name: Author-7-Name: Author-7-Workplace-Name: Author-8-Name: Author-8-Workplace-Name:)

Abstract

" Objective - AI chatbots are changing how companies interact with customers. AI chatbots leverage natural language processing and artificial intelligence to deliver customers a seamless, personalized, and user-friendly experience, ensuring quick, efficient responses. Methodology/Technique - Using an AI chatbot as a virtual agent to assist customers can be seen as a tool for companies to provide better customer service. Despite their growing adoption across industries, AI chatbots in Malaysia's food service sector remain relatively underused. Findings - Moreover, there is limited research on their impact, particularly in restaurant settings. This research aims to examine the impact of chatbot service quality adoption on customer loyalty in the food service sector. This research focuses on service quality attributes such as ease of use, availability, response accuracy, assurance, omnipresence, and human-like empathy. This research would adopt a quantitative research approach, with data collected through a Google Form questionnaire. A total of 185 valid questionnaires were gathered using a purposive sampling technique. The gathered data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS version 4 and the IBM SPSS Statistics software 29.0. Novelty - The findings reveal that ease of use, availability, accuracy of response, and assurance are significant factors that positively influence customer loyalty. These attributes underscore the importance of service quality in fostering customer loyalty. This research provides valuable insights to support the food service industry in improving customer loyalty and to guide the adoption of AI chatbots. Type of Paper - Empirical"

Suggested Citation

  • Hong Yi Li, 2026. "Examining the Impact of AI Chatbot Service Quality Adoption on Customer Loyalty in the Food Service Sector," GATR Journals jmmr365, Global Academy of Training and Research (GATR) Enterprise.
    • Handle: RePEc:gtr:gatrjs:jmmr365
    DOI: https://doi.org/10.35609/jmmr.2026.11.2(4)
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    References listed on IDEAS

    as
    1. Wong Chee Hoo & Karen Yeap Phei Ching & Aw Yoke Cheng & Khaulath Saeed & Aminath Shaznie, 2023. "An examination on the factors that influence the intention to use chatbots in Malaysia," International Journal of Management and Sustainability, Conscientia Beam, vol. 12(3), pages 380-390.
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    3. Giulia Pavon & Lars Meyer-Waarden & Thanida Poocharoentou & Piyanut Prayatsup & Maelis Ratinaud & Sara Torne, 2020. "How Service Quality Influences Customer Acceptance and Usage of Chatbots?," Post-Print hal-03145866, HAL.
    4. Meyer-Waarden, Lars & Pavone, Giulia & Poocharoentou, Thanida & Prayatsup, Piyanut & Ratinaud, Maëlis & Tison, Agathe & Torné, Sara, 2020. "How Service Quality Influences Customer Acceptance and Usage of Chatbots?," SMR - Journal of Service Management Research, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 4(1), pages 35-51.
    5. Aslam, Faheem & Hunjra, Ahmed Imran & Ftiti, Zied & Louhichi, Wael & Shams, Tahira, 2022. "Insurance fraud detection: Evidence from artificial intelligence and machine learning," Research in International Business and Finance, Elsevier, vol. 62(C).
    6. Hsu, Chin-Lung & Lin, Judy Chuan-Chuan, 2023. "Understanding the user satisfaction and loyalty of customer service chatbots," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    7. Pragya Singh & Vandana Singh, 2024. "The power of AI: enhancing customer loyalty through satisfaction and efficiency," Cogent Business & Management, Taylor & Francis Journals, vol. 11(1), pages 2326107-232, December.
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    JEL classification:

    • Q31 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Nonrenewable Resources and Conservation - - - Demand and Supply; Prices
    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • L80 - Industrial Organization - - Industry Studies: Services - - - General

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