Enhancing Customer Loyalty in E-commerce: The Role of AI Virtual Assistant Service Quality and Mediating Factors | ||||
| مجلة جامعة الإسکندرية للعلوم الإدارية | ||||
| Article 3, Volume 62, Issue 2, March 2025, Page 65-96 PDF (6.92 MB) | ||||
| Document Type: المقالة الأصلية | ||||
| DOI: 10.21608/acj.2025.416423 | ||||
 View on SCiNiTO | ||||
| Author | ||||
| Dina El-Shihy | ||||
| Assistant Professor of Marketing School of Business and Finance New Giza University (NGU) | ||||
| Abstract | ||||
| Purpose- This study aims to investigate the relationship between customer perceptions of AI virtual assistant service quality and its influence on customer loyalty in the context of e-commerce. The study also examines the sequential mediating role of perceived value, trust, and satisfaction in this relationship. Design/methodology/approach- A descriptive quantitative research design was employed, and data were collected through an online survey from a sample of 729 e-commerce customers. Structural equation modelling (SEM) analysis was conducted to test the hypothesized relationships. Findings- The findings indicate that AI virtual assistant service quality significantly influences customer loyalty, perceived value, satisfaction, and trust. Perceived value partially mediates the relationship between service quality and loyalty, as does trust. However, satisfaction does not mediate service quality's influence on loyalty. Originality- The originality of this study lies in its investigation of the relationship between customer perceptions of AI virtual assistant service quality and customer loyalty in the context of e-commerce. While prior research has explored the influence of service quality on loyalty, this study specifically focuses on AI virtual assistant services, which represent a novel and growing area in customer service. Moreover, this research extends existing knowledge by examining the sequential mediating roles of perceived value, trust, and satisfaction in this relationship. The findings contribute to the originality of this study by providing unique insights into the factors that drive customer loyalty in the context of AI virtual assistant services, offering theoretical and practical implications for businesses operating in the e-commerce industry | ||||
| Keywords | ||||
| AI virtual assistant; chatbots; customer experiences; customer loyalty; customer perceptions; e-commerce; human service alternatives; perceived value; satisfaction; service quality; trust | ||||
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