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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]

Author

Listed:
  • Hajar Kobi

    (University Mohamed 5 of Rabat)

  • Zouhair Allal

    (EMSI - Ecole Marocaine des Sciences de l’Ingénieur (EMSI)-Rabat, Maroc Laboratoire de recherche « SMARTILAB »)

  • Laila Zamzami
  • Fatima Charef

    (UIT - Université Ibn Tofaïl)

  • Elmahdi Lemrami

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.

Suggested Citation

  • Hajar Kobi & Zouhair Allal & Laila Zamzami & Fatima Charef & Elmahdi Lemrami, 2025. "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 su," Post-Print hal-05078269, HAL.
    • Handle: RePEc:hal:journl:hal-05078269
    DOI: 10.5281/zenodo.15482359
    Note: View the original document on HAL open archive server: https://hal.science/hal-05078269v1
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    References listed on IDEAS

    as
    1. Jarrahi, Mohammad Hossein, 2018. "Artificial intelligence and the future of work: Human-AI symbiosis in organizational decision making," Business Horizons, Elsevier, vol. 61(4), pages 577-586.
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