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Vol. 2 No. 3 (2025): July

Copyright (c) 2025 Azatullah Zaheer, Abdullah Sadiq, Noorulhaq Safi

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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

AI in Service Industries: Effects on Customer Satisfaction, Mediated by Service Quality, and Moderated by Customer Trust

https://doi.org/10.62810/jssh.v2i3.82
Azatullah Zaheer
Salam University, Department of Business Administration, Faculty of Economics, Kabul, AF
Abdullah Sadiq
Salam University, Department of Business Administration, Faculty of Economics, Kabul, AF
Noorulhaq Safi
Sayed Jamal Uddin Afghani University, Department of Information Technology, Faculty of Computer Science, Kunar, AF

Corresponding Author(s) : Azatullah Zaheer

azatullahzaheer28@gmail.com

Journal of Social Sciences and Humanities, Vol. 2 No. 3 (2025): July

Abstract

This study examined the application of artificial intelligence in service industries and its impact on customer satisfaction, focusing on the mediating role of service quality perception and the moderating effect of customer trust in AI. AI-driven technologies have transformed customer service by improving efficiency, personalization, and responsiveness. However, the extent to which these enhancements translated into higher customer satisfaction depended on perceived service quality and trust in AI systems. Using a structured survey across various service industries, particularly in empathy-driven sectors like healthcare and education, the research employed statistical analysis to evaluate AI’s direct and indirect effects on customer satisfaction. The findings indicated that AI significantly enhanced customer satisfaction, with a , substantial direct effect (β = 0.642, p < 0.001) and an additional indirect effect through service quality perception (indirect effect = 0.286, p < 0.001). Service quality perception acted as a crucial mediator (β = 0.305, p < 0.001), confirming its importance in shaping satisfaction outcomes. While customer trust positively influenced satisfaction (β = 0.267, p < 0.001), its moderating effect on AI-driven service interactions was not statistically significant (p = 0.199). These results show that AI adoption aligns with customer expectations and ethical considerations. Future research is recommended to explore the long-term impact of AI on customer trust and examine its effectiveness across various industries that require higher levels of emotional intelligence in service delivery.

Keywords

Artificial intelligence (AI) AI-driven Customer Satisfaction Customer Trust in AI Quality Perception TAM
Zaheer, A., Sadiq, A., & Safi, N. (2025). AI in Service Industries: Effects on Customer Satisfaction, Mediated by Service Quality, and Moderated by Customer Trust . Journal of Social Sciences and Humanities, 2(3), 51–73. https://doi.org/10.62810/jssh.v2i3.82
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