The Impact of Artificial Intelligence on Customer Satisfaction in Moroccan Telecommunications

Abstract

This article aims to study the impact of artificial intelligence (AI) on customer satisfaction regarding the services offered by communication companies, investigating how the use of AI in service automation, offer personalization, and proactive network management influences customer satisfaction. A quantitative research approach was employed, utilizing a structured questionnaire distributed to a random sample of 200 customers of Moroccan telecommunications companies. Data collection focused on customer perceptions and experiences with AI-driven services, and the results were analyzed using structural equation modeling (SEM) with SmartPLS. Findings indicate that automation via AI significantly enhances customer satisfaction, while personalization shows an even stronger effect. Additionally, proactive management of network issues positively impacts customer satisfaction. These results underscore the critical role of AI in improving customer experiences and satisfaction levels.