When Service Quality is Enhanced by Human–Artificial Intelligence Interaction: An Examination of Anthropomorphism, Responsiveness from the Perspectives of Employees and Customers

Abstract

This article reports on two distinct studies conducted in the context of employees and customers, respectively. The aim of Study 1 is to investigate the influence of anthropomorphism and responsiveness of food delivery people using artificial intelligence (AI) devices on their psychological safety and AI empathy. This study also evaluated the mediating impact of psychological safety and AI empathy with relation to anthropomorphism and responsiveness on AI service quality. In addition, Study 2 examines the impact of perceptions of AI service quality on customer engagement and customer satisfaction. Furthermore, in Study 2, we tested the moderating influence of AI usability on the relationship between AI service quality and customer engagement and on the relationship between AI service quality and customer satisfaction. In Study 1, we collected data from 312 food delivery boys/girls who used AI-based applications to offer e-food restaurant services. This study used a cross-sectional research design. We expand the scope of Study 1 by collecting data from 363 customers of the companies surveyed in Study 1 from eastern and southern parts of China. Study 2 used a time-delayed approach and collected data in two waves three months apart. The overall results of Study 1 and Study 2 support the proposed hypotheses. The results showed the direct and indirect relationship between independent variables (anthropomorphism and responsiveness) and service quality, customer engagement and customer satisfaction. Furthermore, the results indicated a significant role of mediators (psychological safety and AI empathy) in Study 1 and moderators (AI usability) in Study 2. This article provided valuable insights for practitioners and researchers concerned with the use and application of AI in deal with the service sector.