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<p>Technology development enhanced service quality, including the telecommunications sector. This study examines AI as a recent technological development that affects the service quality in Zain Telecom in Jordan. The research concentrated on the perceived use of AI tools in improving service quality. A simple random sample was used, including 300 employees with 297 valid questionnaires used in the analysis. Differences in respondents’ perception of AI tools and the service quality were calculated using descriptive statistics. Inferential statistics using the partial least squares structural equation modeling (PLS-SEM) were used to examine the effect of the perception of AI tools on quality. The results showed the high pervasiveness of AI tools in the telecommunications sector (4.478) and the high trends of the service quality (4.24). The impact tests of PLS-SEM showed that the perceptions AI tools have a significant positive impact on overall service quality (β = 0.456), with strong effects on ease of use, security, and technical support (β = 0.635, 0.687, and 0.697; respectively) (<i>p</i> &lt; 0.001). The study recommends the use of AI tools to integrate the customer service tools as well as improve customer service.</p>

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The impact of artificial intelligence tools on service quality in the telecom sector

  • 期刊论文

  • 出版模式：

    开放获取

  • 发表日期：

    2026年5月19日

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  • Mohamad Noor Aljedaiah,
  • Hebah Abdulelah Fareed Alali

摘要

Technology development enhanced service quality, including the telecommunications sector. This study examines AI as a recent technological development that affects the service quality in Zain Telecom in Jordan. The research concentrated on the perceived use of AI tools in improving service quality. A simple random sample was used, including 300 employees with 297 valid questionnaires used in the analysis. Differences in respondents’ perception of AI tools and the service quality were calculated using descriptive statistics. Inferential statistics using the partial least squares structural equation modeling (PLS-SEM) were used to examine the effect of the perception of AI tools on quality. The results showed the high pervasiveness of AI tools in the telecommunications sector (4.478) and the high trends of the service quality (4.24). The impact tests of PLS-SEM showed that the perceptions AI tools have a significant positive impact on overall service quality (β = 0.456), with strong effects on ease of use, security, and technical support (β = 0.635, 0.687, and 0.697; respectively) (p < 0.001). The study recommends the use of AI tools to integrate the customer service tools as well as improve customer service.