Noor, Nurhafihz (2026) Service Quality in AI-Driven Marketing. In: Ladhari, Riadh, (ed.) Encyclopedia of Artificial Intelligence in Marketing. Springer, Cham, Switzerland.

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Abstract

In today’s marketing industry, consumers are increasingly evaluating services provided through artificial intelligence (AI), with superior service performances resulting in higher customer satisfaction, perceived value, loyalty, and improved service experiences. To ensure that AI-driven marketing activities in services are designed to deliver optimal service performance and that such perceived service quality attitudes can be measured appropriately, it is important to understand the phenomenon of AI service quality. AI service quality is the overall perceived excellence or superiority of AI-driven services. This chapter begins by introducing the current understanding of service quality. It then explores the emergence of AI service quality against the backdrop of disruptive and emerging AI technologies such as generative and agentic AI. Various dimensions of AI service quality are analyzed, drawing on the current literature on the development of AI service quality scales across virtual and physical representations of AI-driven services. The effects of AI service quality on consumers and employees are then discussed. This includes the ability of AI service quality to contribute to well-being and more sustainable service ecosystems. The chapter concludes by underscoring the strategic importance of efficiently measuring service quality in future service environments. It introduces several recommendations for researchers and practitioners to harness AI further to measure service quality effectively.

Item ID:	91945
Item Type:	Book Chapter (Research - B1)
ISBN:	978-3-031-75316-9
Keywords:	service quality, service performance, service management, customer perceptions, artificial intelligence, marketing
Date Deposited:	10 Jun 2026 01:19
FoR Codes:	35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350611 Service marketing @ 50% 46 INFORMATION AND COMPUTING SCIENCES > 4602 Artificial intelligence > 460299 Artificial intelligence not elsewhere classified @ 50%
SEO Codes:	15 ECONOMIC FRAMEWORK > 1503 Management and productivity > 150303 Marketing @ 50% 22 INFORMATION AND COMMUNICATION SERVICES > 2204 Information systems, technologies and services > 220403 Artificial intelligence @ 50%
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