Investigating the effect of AI service quality on consumer well-being in retail context

Using a social cognitive theory perspective, this study examines how AI service quality influences perceived competence, perceived warmth, and consumer well-being. We tested the hypothesized relationships using structural equation modelling with data collected from 580 consumers in China. The results showed that four dimensions of AI service quality (i.e., technical security, technical reliability, perceived personalization, and hyperconnectivity service capability) are important drivers of perceived competence and perceived warmth. Furthermore, perceived competence and perceived warmth significantly affect consumer well-being. Last, employee service quality commitment significantly moderates the relationship between AI service quality and perceived competence and perceived warmth.