A Study on the Influence of AI-Enhanced Online Store Service Quality on Customer Loyalty with Brand Trust as a Mediating Variable
- DOI
- 10.2991/978-2-38476-523-2_16How to use a DOI?
- Keywords
- AI-enhanced service quality; customer loyalty; brand trust; SERVQUAL model
- Abstract
With the proliferation of online shopping, the integration of artificial intelligence (AI) has significantly altered the dimensions of service quality and their impact on customer loyalty. This study constructs a dimension-model of AI-enhanced service quality—comprising system tangibility, data security, security, online store reliability, and automated responsiveness—and examines how it influences customer loyalty in online retail environments, with brand trust serving as a mediating variable. Data were collected from 291 valid respondents via a structured questionnaire based on established scales, analyzed through reliability testing, factor analysis, and regression modeling. Results indicate that AI-enhanced service quality positively influences both brand trust and customer loyalty, with brand trust partially mediating this relationship. Notably, dimensions such as system tangibility, data security, reliability, and automated responsiveness emerged as significant predictors, while AI-driven empathy demonstrated no substantial impact. This study provides practical insights for online retailers to optimize AI service capabilities, enhancing customer retention through trustworthy technological interactions.
- Copyright
- © 2025 The Author(s)
- Open Access
- Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.
Cite this article
TY - CONF AU - Tianqi Cao PY - 2025 DA - 2025/12/29 TI - A Study on the Influence of AI-Enhanced Online Store Service Quality on Customer Loyalty with Brand Trust as a Mediating Variable BT - Proceedings of the 5th International Conference on New Media Development and Modernised Education (NMDME 2025) PB - Atlantis Press SP - 157 EP - 164 SN - 2352-5398 UR - https://doi.org/10.2991/978-2-38476-523-2_16 DO - 10.2991/978-2-38476-523-2_16 ID - Cao2025 ER -