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Classifying and measuring the service quality of AI chatbot in frontline service

Author

Listed:
  • Qian Chen

    (HZAU - Huazhong Agricultural University [Wuhan])

  • Yeming Gong

    (EM - EMLyon Business School)

  • Yaobin Lu

    (HUST - Huazhong University of Science and Technology [Wuhan])

  • Jing Tang

    (RIT - Rochester Institute of Technology)

Abstract

AI chatbots have been widely applied in the frontline to serve customers. Yet, the existing dimensions and scales of service quality can hardly fit the new AI environment. To address this gap, we define the dimensions of AI chatbot service quality (AICSQ) and develop the associated scales with a mixed-method approach. In the qualitative analysis, with the coding of the interviews from 55 global organizations in 17 countries and 47 customers, we develop new multi-level dimensions of AICSQ, including seven second-order and 18 first-order constructs. Then we follow a 10-step scale development method to establish the valid scales. The nomological test result shows that AICSQ positively influences customers' satisfaction with, perceived value of, and intention of continuous use of AI chatbots. The innovative dimensions and scales of AI chatbot service quality provide conceptual classification and measurement instruments for the future study of chatbot service in the frontline.

Suggested Citation

  • Qian Chen & Yeming Gong & Yaobin Lu & Jing Tang, 2022. "Classifying and measuring the service quality of AI chatbot in frontline service," Post-Print hal-04325624, HAL.
    • Handle: RePEc:hal:journl:hal-04325624
    DOI: 10.1016/j.jbusres.2022.02.088
    Note: View the original document on HAL open archive server: https://hal.science/hal-04325624v1
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    Cited by:

    1. Wang, Siqi & Lim, Weng Marc & Cheah, Jun-Hwa & Lim, Xin-Jean, 2025. "Working with robots: Trends and future directions," Technological Forecasting and Social Change, Elsevier, vol. 212(C).
    2. Ma, Liang & Yu, Peng & Zhang, Xin & Wang, Gaoshan & Hao, Feifei, 2024. "How AI use in organizations contributes to employee competitive advantage: The moderating role of perceived organization support," Technological Forecasting and Social Change, Elsevier, vol. 209(C).
    3. Juquelier, Antoine & Poncin, Ingrid & Hazée, Simon, 2025. "Empathic chatbots: A double-edged sword in customer experiences," Journal of Business Research, Elsevier, vol. 188(C).
    4. Jo, Hyeon & Park, Do-Hyung, 2025. "The fear of being replaced by generative AI: An examination of influential factors among office workers," Technological Forecasting and Social Change, Elsevier, vol. 220(C).
    5. Trong Huu Nguyen & Rohit H. Trivedi & Kyoko Fukukawa & Samuel Adomako, 2025. "Investigating Drivers of Customer Experience with Virtual Conversational Agents," Information Systems Frontiers, Springer, vol. 27(5), pages 1871-1897, October.
    6. Kok Hao Yuan & Aini Khalida Muslim & Muhamad Izaidi Ishak & Athirah Mohd Tan & Naveed Ahmad & Vimala Govinda Raj, 2026. "Influence of AI Chatbot Communication Features and AI Service Agent Marketing Effort on Customer Satisfaction in Online Car Rental Platform," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 10(1), pages 5053-5072, January.
    7. Javed Ali, 2024. "Thematic Evolution of Service Quality (2011-2023): Insights for Future Research Directions ," GATR Journals jmmr341, Global Academy of Training and Research (GATR) Enterprise.
    8. Pinochet, Luis Hernan Contreras & de Gois, Fernanda Silva & Pardim, Vanessa Itacaramby & Onusic, Luciana Massaro, 2024. "Experimental study on the effect of adopting humanized and non-humanized chatbots on the factors measure the intensity of the user's perceived trust in the Yellow September campaign," Technological Forecasting and Social Change, Elsevier, vol. 204(C).
    9. Choi, Sunhwa & Yi, Youjae & Zhao, Xiaohong, 2024. "The human touch vs. AI efficiency: How perceived status, effort, and loyalty shape consumer satisfaction with preferential treatment," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    10. Sonal Ahuja & Vaibhav Sharma & Simarjeet Singh, 2025. "Is fintech chatbot adoption a far-off aspiration? Establishing adoption model using ISM-MICMAC approach," Quality & Quantity: International Journal of Methodology, Springer, vol. 59(1), pages 413-437, February.
    11. Chen, Qian & Jing, Yufan & Gong, Yeming & Tan, Jie, 2025. "Will users fall in love with ChatGPT? a perspective from the triangular theory of love," Journal of Business Research, Elsevier, vol. 186(C).
    12. Sung Yeon Kim & Jin Min Kim, 2025. "Standardization versus customization in artificial intelligence-based services: what fuels continuous intention to use on digital platforms?," Service Business, Springer;Pan-Pacific Business Association, vol. 19(1), pages 1-23, March.
    13. Liang, Bingqian & Wang, Yixin & Huo, Weiwei & Song, Mengli & Shi, Yi, 2025. "Algorithmic control as a double-edged sword: Its relationship with service performance and work well-being," Journal of Business Research, Elsevier, vol. 189(C).
    14. Ahn, Suhyoung & Park, JungKun & Ye, Sangbeak, 2025. "How AI enhances employee service innovation in retail: Social exchange theory perspectives and the impact of AI adaptability," Journal of Retailing and Consumer Services, Elsevier, vol. 84(C).
    15. repec:bjf:journl:v:10:y:2025:i:10:p:1424-1434 is not listed on IDEAS
    16. Kim Shin Young & Sang-Gun Lee & Ga Youn Hong, 2024. "User satisfaction with the service quality of ChatGPT," Service Business, Springer;Pan-Pacific Business Association, vol. 18(3), pages 417-431, December.
    17. Zhao, Yuexin & Tang, Siyi & Zhang, Hongyu & Lyu, Long, 2025. "AI vs. human: A large-scale analysis of AI-generated fake reviews, human-generated fake reviews and authentic reviews," Journal of Retailing and Consumer Services, Elsevier, vol. 87(C).
    18. Mohamed Ai-Shafei & Suraksha Gupta & Matthew M. Shin & Ye Yan & Rui Liu, 2026. "Integrated Learning with AI Enabled Interactions with Customers by Fashion Retailers," Corporate Reputation Review, Palgrave Macmillan, vol. 29(1), pages 61-78, February.
    19. Anelisa MEMELA & Omphile NTELEKOA & Neo LIGARABA & Suvera BOODHOO, 2025. "Artificial Intelligence as an Innovation Strategy: The Role of Service Performance on Customer Satisfaction and Commitment," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(3), pages 51-63, September.

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