The role of artificial intelligence and chatbots in enhancing customer service quality

Abstract

This paper examines the role of artificial intelligence (AI) and chatbot technologies in enhancing customer service quality through established theoretical frameworks including SERVQUAL, Technology Acceptance Model (TAM), Service-Dominant Logic (S-D Logic), and the Resource-Based View (RBV). Employing a systematic literature review, the study synthesises peer-reviewed research published between 2018 and 2025 from Scopus-indexed databases. The analysis reveals that AI-powered chatbots significantly reduce response times, lower operational costs, and improve customer satisfaction through personalisation, natural language processing, and emotional intelligence capabilities. The SERVQUAL framework demonstrates that chatbots enhance service quality across responsiveness, reliability, and empathy dimensions, while TAM explains the determinants of consumer acceptance. Drawing on S-D Logic, the paper argues that AI chatbots function as active co-creators of value within service ecosystems rather than mere automation tools. Ethical challenges—including data privacy, algorithmic bias, and transparency—are critically analysed as moderating factors. The study contributes to the theoretical understanding of human–AI collaboration in service contexts and offers implications for the Azerbaijani service sector, where AI adoption remains nascent. The findings suggest that a hybrid human–AI service model represents the most effective approach to optimising service quality and customer trust.