Transformation of Customer Satisfaction Assessment through AI Integration in Enhancing Service Quality

Transformasi Penilaian Kepuasan Pelanggan Dengan Integrasi AI dalam Meningkatkan Kualiti Perkhidmatan

Abstract

Abstract: The digital transformation driven by the Fourth Industrial Revolution has shifted customer satisfaction assessment from manual methods to intelligent, technology-based approaches, particularly those employing Artificial Intelligence (AI). This concept paper discusses the role of AI in transforming customer satisfaction evaluation through applications such as Natural Language Processing (NLP), Machine Learning (ML), sentiment analysis and generative AI models. AI enables organizations to analyze customer data in real time, identify behavioral patterns and needs, and deliver personalized experiences. The use of chatbots and virtual assistants enhances interaction efficiency, while AI-based Customer Relationship Management (CRM) systems optimize feedback and service strategies. The paper also highlights AI’s impact on customer engagement, particularly in fostering proactive and empathetic relationships and improving loyalty. However, AI implementation faces ethical challenges, including data privacy, algorithmic bias and system transparency. Hence, the development of responsible and human-centered AI models is essential. Generative AI further strengthens service approaches through the integration of emerging technologies such as blockchain, the Internet of Things (IoT), and augmented/virtual reality (AR/VR). In conclusion, AI integration not only improves efficiency but also reshapes the service delivery paradigm toward greater responsiveness and customer orientation. Future studies are recommended to compare the effectiveness of AI-based and conventional satisfaction assessment methods and to develop hybrid AI-human models that combine technological analytics with human empathy for more effective service feedback.

Abstrak: Transformasi digital yang dipacu oleh Revolusi Industri 4.0 telah mengubah penilaian kepuasan pelanggan daripada pendekatan manual kepada pendekatan pintar berasaskan teknologi, khususnya kecerdasan buatan (Artificial Intelligence, AI). Kertas konsep ini membincangkan peranan AI dalam mentransformasikan sistem penilaian kepuasan pelanggan melalui aplikasi seperti pemprosesan bahasa semula jadi (Natural Language Processing, NLP), pembelajaran mesin (Machine Learning, ML), analisis sentimen dan model AI generatif. AI membolehkan organisasi menganalisis data pelanggan secara masa nyata, mengenal pasti corak tingkah laku serta keperluan dan menawarkan pengalaman yang diperibadikan. Penggunaan chatbot dan pembantu maya meningkatkan kecekapan interaksi pelanggan, manakala sistem Pengurusan Perhubungan Pelanggan (CRM) berasaskan AI mengoptimumkan strategi maklum balas dan perkhidmatan. Kajian turut menyoroti impak AI terhadap penglibatan pelanggan dalam membina hubungan proaktif dan empati serta meningkatkan kesetiaan pelanggan. Namun, pelaksanaannya berdepan cabaran etika seperti privasi data, bias algoritma dan ketelusan sistem. Oleh itu, model AI yang bertanggungjawab dan berpusatkan manusia amat diperlukan. AI generatif juga berpotensi memperkukuh pendekatan

perkhidmatan melalui integrasi teknologi seperti rantai blok (blockchain), Internet Benda (IoT) dan realiti terimbuh/maya (AR/VR). Kesimpulannya, integrasi AI bukan sahaja dapat meningkatkan kecekapan, malah membentuk paradigma baharu penyampaian perkhidmatan yang responsif dan berorientasikan pelanggan. Kajian lanjutan dicadangkan untuk menilai keberkesanan AI berbanding kaedah konvensional serta membangunkan model hibrid AI-manusia yang menggabungkan analitik teknologi dan empati manusia..