Dakhyliy, Aysar Abduladheem (2026) Quality Management in AI-Supported Customer Interactions: Evidence from Customer Service Centers of Iraqi Telecommunication Companies. Journal of Fintech, Business, and Development, 3 (3). pp. 7-21. ISSN 3065-9809

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Abstract

This research explores the influence of quality management in AI-powered customer interactions in Iraqi telecommunication companies. The study considers three independent variables: AI Response Reliability, Personalization of Electronic Service, and Human-AI Escalation Effectiveness and one dependent variable, Customer Interaction Quality. The research employed a quantitative survey design with a five-point Likert scale questionnaire that was sent to 384 customers of Zain Iraq, Asiacell, and Korek Telecom. The reliability findings indicated acceptable to excellent internal consistency (Cronbach's Alpha: 0.814-0.922). The KMO measures ranged from 0.821 to 0.916 and Bartlett's test was significant (0.000), implying that the data is suitable for factor analysis. The descriptive findings showed that customers of AI-supported customer service were generally satisfied with the speed of response, professionalism, and clarity of the service. The regression analysis indicated that all three components of AI-supported service quality positively and significantly influenced Customer Interaction Quality. The overall model accounted for 46.4% of the variance in Customer Interaction Quality. The results validate that AI tools have the potential to enhance customer service quality if they offer accurate information, tailored customer support, and seamless transfer to human customer service agents. The research suggests that Iraqi telecom companies enhance their collaboration between AI and human customer service agents, better use customer data, and track the quality of AI-supported interactions via continuous quality measures.

Item Type:	Article
Subjects:	A General Works > AI Indexes (General)
Depositing User:	admin eprints
Date Deposited:	26 Jun 2026 14:25
Last Modified:	26 Jun 2026 14:25
URI:	http://eprints.umsida.ac.id/id/eprint/16623

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