Examine of Customer Satisfaction Levels in Telecom Complaint Handling Using a Probabilistic Model

Abstract

Artificial Intelligence empowered technologies have emerged as the future of customer service operations including handling customer complaints. While (AI) enabled systems are associated with greater efficiency, scalability and consistency; it remains unclear if these systems can help drive customer satisfaction in complaint handling operations. Previous research has mainly focused on technology adoption and operational performance; little attention has been paid to the underlying psychological and perceptual processes influencing customer experience with AI powered complaint handling processes. In an attempt to bridge this gap, the current study examines the impact of AI adaptability on customer satisfaction using multiple linear regression analysis. The study also reports the mediating effects of customer psychographics and perceived usefulness. Following a post positivist approach, quantitative data was gathered from telecom customers who recently experienced the company’s (AI) enabled complaint handling system. Results indicate that complaint complexity plays a moderating role in this relationship suggesting limits to how well (AI) systems can handle high complexity service recovery episodes.

Keywords: Artificial Intelligence, AI Adaptability, Telecom Complaint Handling, Customer Satisfaction, Complaint Complexity