Constructs for Artificial Intelligence Customer Service in E-commerce

The emergence of electronic commerce (Ecommerce) has changed the way of people buying as well as experience in online customer services. E-commerce is adopted as strategy to enhance business competitiveness but success in the online business world usually starts with providing the best customer service. Although organizations are struggling on improving their performance on customer service, some issues of traditional customer service continue to appear such as limited availability, inefficiency and costly. In order to overcome the limitation of traditional customer service, artificial intelligence (AI) is increasingly utilized in service nowadays to act as an assistant for human beings. Along with the integration of AI in customer service, human agents and AI can work together to provide perfect services to customers and increase productivity. Hence, this study aims to identify the constructs and characteristics of AI customer service in Ecommerce. This paper started with formulating research questions, setting up objectives and proposing an AI customer service model. The proposed model was derived based on the understanding of traditional and AI customer service in ecommerce as well as the related models and papers from prior research. Finally, overall conclusions, limitations and future works will be presented with regard to AI customer service in E-commerce.