Artificial Intelligence and Service Quality of Telecommunication Firms in Nigeria

• Published in: Journal of Economics, Finance and Accounting Studies Finance and Accounting Studies, 2023-06, Vol.5 (3), p.203-214
• Main Authors: BUSAYO, Temitayo, IGBEKOYI, Olusola, OLUWAGBADE, Oluyinka, ADEWARA, Yinka, DAGUNDURO, Muyiwa, BOLUWAJI, Yinka
• Format: Article
• Language: English
• ISSN: 2709-0809; 2709-0809
• DOI: 10.32996/jefas.2023.5.3.16

Globally, artificial intelligence (AI) technology spans various industries, but relatively little attention is given to the use of AI technologies by telecommunication industries. This study evaluated the effect of AI on the service quality of telecommunications companies in Nigeria, specifically the effect of data mining, machine learning, and chatbots on the service quality of these firms. The research employed a survey research design, and its population was heterogeneous. A sample size of 400 participants was chosen using Taro Yamane's formula, and the Cronbach alpha test yielded an average of 75%, confirming the reliability of the instrument. To analyze the data collected, descriptive and ordinary least squares regression methods were used. The study revealed that data mining and chatbots exhibited a significant positive effect while machine learning showed a negative relationship to the service quality of the telecommunications industry. Based on these findings, it is concluded that artificial intelligence affects service quality in Nigeria, with strong reference to data mining and chatbot, which enhance the quality of service to customers in Nigeria. It is therefore recommended that telecommunication firms in Nigeria should embrace the philosophy of AI to improve their quality of service.