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Prof. Dr. Gabriela Topa
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Home > Archives > Vol. 10 No. 6 (2025): Published > Research Articles
ESP-3803

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2025-06-25

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Vol. 10 No. 6 (2025): Published

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Research Articles

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Copyright (c) 2025 Sharareh Shahidi Hamedani,Jian Ming Chew, Sean Ee Ong, Yng Shiow Lim, Sarfraz Aslam, Ghazaleh Babanejaddehaki

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Shahidi Hamedani, S., Ming Chew, J., Ee Ong, S., Shiow Lim, Y., Aslam, S., & Babanejaddehaki, G. (2025). AI-Driven service quality and sustainable consumer behavior: A social psychology perspective in quick service restaurants. Environment and Social Psychology, 10(6), ESP-3803. https://doi.org/10.59429/esp.v10i6.3803
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AI-Driven service quality and sustainable consumer behavior: A social psychology perspective in quick service restaurants

Sharareh  Shahidi Hamedani

Faculty of Business, UNITAR International University, Petaling Jaya, 47301, Malaysia

Jian Ming Chew

Department of Accountancy and Business, TAR UMT Penang Branch, 11200, Malaysia

Sean Ee Ong

Faculty of Business, UNITAR International University, Petaling Jaya, 47301, Malaysia

Yng Shiow Lim

Faculty of Business, UNITAR International University, Petaling Jaya, 47301, Malaysia

Sarfraz Aslam

Faculty of Education and Humanities, UNITAR International University, Petaling Jaya, 47301, Malaysia

Ghazaleh Babanejaddehaki

Department of Computer Science and Engineering, York University, M3J 1P3, Toronto, Canada


DOI: https://doi.org/10.59429/esp.v10i6.3803


Keywords: AI service quality; service quality; perceived value; customer satisfaction; Millennials; quick service restaurants


Abstract

AI is transforming the business operations of quick service restaurants (QSRs) through enhanced delivery of services and customer engagement. This research seeks to investigate the determinants of AI-driven service quality, e.g., perceived value as a mediator, and their influence on customer satisfaction based on the SERVQUAL model. The participants in this research were 459 respondents from the millennial generation. Simple random sampling was used in data collection through a structured questionnaire. Tangibility, reliability, and responsiveness are the primary determinants that play a significant role in customer satisfaction, with perceived value being the mediator. Perceived value mediates the relationship between AI-based service quality and customer satisfaction. QSR players can utilize these findings to simplify their service models, pricing strategies, and brand communications to maximize customer satisfaction and loyalty. Empathy and assurance as additional dimensions of service quality can be explored in future research.


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