SERVICE QUALITY PERCEPTION TOWARD ARTIFICIAL INTELLIGENCE AS PART OF CHECK-OUT SERVICE ENCOUNTER IN THE FUTURE RETAIL MARKET

• Main Author: Dwi Indah Puspitasari, Noviani
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/64533
• Institution: Institut Teknologi Bandung

Artificial intelligence (AI) is a hot topic in business and global economy. AI technology that focuses on customers has arisen in the service industry, one of which is the retail sector that being one of the service encounters from the front-end until back-end service encounters. AI technologies are being implemented by retail companies to engage customers and improve sales turnover, and has also begun to enter the Indonesian market. This research intends to find out personal factors that influencing service quality perception of AI-based checkout in the retail market, which service quality perception affects the use of AI-based checkout in online retail market, and the opportunity for using artificial intelligence in offline retail stores in the future. Researchers examine three personal factors, which are technology readiness, privacy risk, and behavioral inertia, adopted from previous studies. Researchers gain the data from 226 Indonesian people who were at least 17 years old. In analyzing data, PLS-SEM is used to identify the relationship of each variable. The result shows that motivators of technology readiness is the only personal factor that affecting service quality perception of AI-based checkout in Indonesia, whereas privacy risk and behavioral inertia are not be another consideration of Indonesian. Findings in this result also shows that privacy risk affecting future usage intention of AI-based checkout in online retail market and service quality perception affecting future usage intention of AI-based checkout in online and offline retail markets.