- Research Article
- 10.4018/jgim.387390
The Application of AI Customer Service
- Aug 12, 2025
- Journal of Global Information Management
- Yanmin Li + 5 more +5
The widespread adoption of AI-powered customer service systems has transformed how users engage with digital platforms. However, understanding how users form satisfaction and trust toward these systems remains a major challenge, especially when emotional responses and platform-level design factors interact in complex ways. To address this, the authors propose a Multi-Level Structural Equation Modeling (ML-SEM) framework that captures both individual-level perceptions (e.g., flow, trust, empathic accuracy) and organization-level design variables (e.g., interface quality, anthropomorphic and empathic features). The model simultaneously estimates direct and mediated effects, including cross-level pathways linking chatbot design to satisfaction. Using two large-scale, multi-domain datasets (Bitext and Twitter), they evaluate ML-SEM against six recent baseline models. Results show that ML-SEM outperforms all baselines, achieving the lowest RMSE (0.243) and highest adjusted R2 (0.691) in satisfaction prediction, with statistically significant improvements (p < 0.01).
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