Title: Study on artificial intelligence (AI) initiatives in e-service delivery systems: a service process perception model

Authors: Piyush Gupta; Arpan Anand; Jagroop Singh; Sudhir Rana; Amresh Kumar

Addresses: Department of Operations Management, Birla School of Management, Birla Global University, Idco Plot No. 2, Institutional Area, Gothapatna, Bhubaneswar, Odisha, 751029, India ' Department of Marketing, Jaipuria Institute of Management, A-32A, Sector 62, Noida, Uttar Pradesh, 201309, India ' College of Healthcare Management and Economics, Gulf Medical University, P.O. Box 4184, Ajman, UAE ' College of Healthcare Management and Economics, Gulf Medical University, P.O. Box 4184, Ajman, UAE ' Department of Marketing, Indian Institute of Management Bodh Gaya, Magadh University Campus, Bodh Gaya, Bihar, 824234, India

Abstract: Artificial intelligence (AI) is shaping the future of e-service delivery systems (e-SDSs). However, the implementation of AI in e-service delivery requires customers to adopt these disruptive technologies. To fulfil this aim, we developed a model to explore customers' service delivery process perceptions of AI-based e-service systems. Using behavioural reasoning theory, the technology acceptance model and the service process perception model, this study examines the impact of 'reasons' (for and against) service process perception on customer attitude and intention. This study also finds the mediating effect of customer attitude on the impact of reasons (for and against) on intention. Data was collected from 441 Indian e-retail customers. This research uses mediated regression to examine the direct and mediated effects. The findings show the direct impact of service process perceptions on the attitude and intention to be significant. The results also suggest the partial and full mediating effects of attitude.

Keywords: service process; service delivery; customer satisfaction; mediated regression; India; artificial intelligence.

DOI: 10.1504/IJSOI.2023.137471

International Journal of Services Operations and Informatics, 2023 Vol.12 No.4, pp.344 - 366

Received: 06 Nov 2023
Accepted: 31 Jan 2024
Published online: 19 Mar 2024 *

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