Assessing the Role of AI and Human Service Quality in Enhancing Student Satisfaction and Loyalty in the Educational Sector

Abstract

The integration of Artificial Intelligence (AI) and human-driven services in the educational sector is transforming service delivery, significantly impacting student satisfaction and loyalty. This study explores the balance between AI-enabled and human service quality in enhancing student experiences within Arts and Science Colleges in Coimbatore City. A structured questionnaire was administered to 200 students aged 18–25, capturing insights on AI Service Quality (AISQ), Human Service Quality (HSQ), Student Satisfaction (SS), and Student Loyalty (SL). Using Structural Equation Modelling (SEM), the findings reveal that AISQ and HSQ positively influence SS and SL, with HSQ demonstrating a stronger impact. SS emerges as a critical mediator, explaining 65% of the variance in SL, underscoring its pivotal role in fostering loyalty. AISQ contributes to operational efficiency and personalization, while HSQ strengthens emotional connections through empathy and responsiveness. The results highlight that educational institutions must strategically integrate AI technologies with human-centric approaches to achieve optimal satisfaction and loyalty outcomes. These findings offer valuable implications for leveraging AI and human resources as complementary assets to enhance service ecosystems in higher education.