Determinants of AI Driven Service Quality on Customer Satisfaction in Quick Service Restaurants: The Mediating Role of Perceived Value
Authors: Chew Jian Ming1; Ong Sean Ee1; Lim Yng Shiow1
Affiliations:
- 1Faculty of Education and Humanities, UNITAR International University, Petaling Jaya, Malaysia
Abstract
The integration of Artificial Intelligence (AI) technologies into the operations of the quick service restaurant (QSR) industry has transformed service delivery, customer engagement, and operational efficiency. Using the SERVQUAL model, this research examines the determinants of AI-driven service quality and their impact on customer satisfaction, with particular attention to the mediating role of perceived value. Key service quality dimensions, tangibility, reliability, and responsiveness, are analyzed. A quantitative research design with a simple random sampling technique was employed, involving 459 millennial respondents. Data were collected through structured questionnaires and analyzed using the Statistical Package for Social Sciences (SPSS v30). The findings reveal that tangibility, reliability, and responsiveness are essential determinants that significantly affect customer satisfaction, with perceived value serving as a mediator in this relationship. This study provides valuable insights for QSR operators to refine service strategies, pricing models, and brand messaging to enhance customer satisfaction and brand loyalty. It also offers a foundation for future academic research on customer satisfaction and service optimization in the QSR sector. Future studies could examine additional service quality dimensions such as empathy and assurance, as well as expand the respondent base to include other generational groups such as Generation X.
Keywords: Artificial Intelligence; Service Quality; Perceived Value; Customer Satisfaction
Suggested citation
Chew, J. M., Ong, S. E., & Lim, Y. S. (2025). Determinants of AI Driven Service Quality on Customer Satisfaction in Quick Service Restaurants: The Mediating Role of Perceived Value. In TheSustainImpact International Forum 2025 Book of Abstracts (Vol. 1, Issue 1). TheSustainImpact. ISSN 3051-7362.