The Role of Artificial Intelligence in Improving Customer Service and Retaining Human Resources: Digital Sustainability as a Mediating Variable

Artificial intelligence (AI) has recently been heavily relied upon to provide better services, and there has been a long discussion about the opportunities that AI can offer to secure competitive advantage. The present paper, in turn, tries to present a new model for using artificial intelligence to improve customer service (CS) and to facilitate the retention of organizational human resources. This study also evaluates digital sustainability as a mediator in the relationship between artificial intelligence and customer service improvement. Data was collected from 560 individuals attending Iraqi hospitals in southern Iraq. This research can scientifically contribute to further understanding the role of AI in the context of Iraqi hospitals and also can help to locate potential future research avenues.