From algorithms to attitudes: AI-driven service quality and sustainable consumer behaviour among millennial customers in quick service restaurants: Evidence from Berhampur City of Odisha

Artificial intelligence (AI) is increasingly reshaping the operational landscape of quick-service restaurants (QSRs) by improving service efficiency and strengthening customer interactions. This study aims to examine the key factors influencing AI-enabled service quality and their impact on customer satisfaction, with particular emphasis on the mediating role of perceived value within the SERVQUAL framework. The research is based on data collected from 459 millennial respondents using a structured questionnaire, with participants selected through simple random sampling. The findings indicate that dimensions such as tangibility, reliability and responsiveness significantly contribute to customer satisfaction, while perceived value serves as an important mediating variable in this relationship.
The results further demonstrate that AI-driven service quality positively influences customers’ perceived value, which, in turn, enhances their overall satisfaction. This highlights the critical role of value perception in translating technological advancements into meaningful customer experiences. The study provides practical implications for QSR operators, suggesting that effective integration of AI technologies can streamline service delivery, optimise pricing strategies and improve brand communication, ultimately leading to higher customer satisfaction and loyalty. Additionally, future research may expand the scope by incorporating other SERVQUAL dimensions, such as empathy and assurance, to gain a more comprehensive understanding of AI-driven service quality in the QSR sector.