Developing a Scale to Measure Artificial Intelligence Service Quality

Given the service nature and wide applications of AI in service organisations, consistent with the discussion of the preceding chapters, the current chapter develops a scale to measure AI service quality and proposes AI applications as a service product that can be offered by a service firm to customers for creating values. This initiative provides a better understanding of AI service and its impact on organisational outcomes since service quality has been widely acknowledged as an antecedent of customer satisfaction and loyalty. The scale development undertakes several stages including item generation, domain specification, scale refinement, validity testing as well as internal and external cross validation. A range of methods were used in this process. Data were collected from Country 1, Country 3 and Country 2 for testing external validity. Establishment of this scale extends AI research and applications to a new domain. This scale has implications for services and relationship marketing literature, as well as providing a fresh approach for practitioners to enhancing customer experience and generating positive response from customers. The chapter begins with proving the rationale for assessing AI service quality. The methods for the scale development process is elaborated subsequently, followed by presenting the findings and implications.