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The Impact of Artificial Intelligence on Customer Satisfaction in Moroccan Telecommunications: A Quantitative Study
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Author(s): Mohamed Bouaddi (Faculty of Legal, Economic and Social Sciences, Moulay Ismail University, Meknes, Morocco), Mohammed Beddaa (Higher School of Technology, Mohammed First University, Oujda, Morocco)and Badr Bentalha (National School of Business and Management, Sidi Mohammed Ben Abdellah University, Morocco)
Copyright: 2025
Pages: 22
Source title:
AI Innovations for Customer Experience Optimization in the Service Sector
Source Author(s)/Editor(s): Mourad Aarabe (Sidi Mohamed Ben Abdellah University, Morocco), Nouhaila Ben Khizzou (Sidi Mohamed Ben Abdellah University, Morocco), Lhoussaine Alla (Sidi Mohamed Ben Abdellah University, Morocco)and Ahmed Benjelloun (Sidi Mohamed Ben Abdellah University, Morocco)
DOI: 10.4018/979-8-3373-0918-7.ch008
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Abstract
This article aims to study the impact of artificial intelligence (AI) on customer satisfaction regarding the services offered by communication companies, investigating how the use of AI in service automation, offer personalization, and proactive network management influences customer satisfaction. A quantitative research approach was employed, utilizing a structured questionnaire distributed to a random sample of 200 customers of Moroccan telecommunications companies. Data collection focused on customer perceptions and experiences with AI-driven services, and the results were analyzed using structural equation modeling (SEM) with SmartPLS. Findings indicate that automation via AI significantly enhances customer satisfaction, while personalization shows an even stronger effect. Additionally, proactive management of network issues positively impacts customer satisfaction. These results underscore the critical role of AI in improving customer experiences and satisfaction levels.
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