Impact of AI Customer Service Quality on Repeat Purchase Intention
Author(s): Dr Ann Ikechi
Institute(s): Ogbonnaya Onu Polytechnic, Aba
Volume 4 / Issue 1
Abstract
The increasing adoption of artificial intelligence (AI) in customer service delivery has transformed how organizations interact with customers, yet empirical evidence on how AI-powered service quality influences repeat purchase intention remains limited, particularly in developing economies. This study examined the effect of AI-powered customer service quality on repeat purchase intention using a quantitative research design. Primary data were collected from 196 users of AI-enabled customer service platforms in Abia through a structured questionnaire. The data were analyzed using descriptive statistics, Pearson Product Moment Correlation, and multiple regression analysis with the aid of SPSS, while hypotheses were tested at a 5 percent level of significance. The findings revealed that functional and relational dimensions of AI service quality - namely communication, responsiveness, empathy, reliability, assurance, and cost - have a significant positive influence on repeat purchase intention. However, tangibles did not exert a significant effect, indicating that customers in AI-mediated service environments place less emphasis on physical or interface-related attributes once basic service functionality is assured. The study validates the applicability of the SERVQUAL model and the Technology Acceptance Model in explaining customer behaviour in AI-powered service contexts. The study concludes that organizations seeking to enhance customer loyalty through AI-powered services should prioritize functional performance and relational interaction over aesthetic considerations.
Number of Pages: 17
Number of Words: 209
First Page: 64
Last Page: 75