The Influence of AI-Enabled Service Quality and E-WOM on Sustainable Social Services with Mediation of Customer Trust

Abstract

The growing intersection of technology, consumer behavior, and public welfare necessitates a cross-disciplinary approach to understanding service innovation. This study examines the influence of artificial intelligence (AI)-enabled service quality and electronic word-of-mouth (E-WOM) on customer trust, emphasizing their combined role in fostering sustainable social service delivery. Drawing on interdisciplinary perspectives from information systems, psychology, and public administration, the research employs a quantitative methodology, gathering data from 500 respondents through a structured survey. Using Partial Least Squares Structural Equation Modeling (PLS-SEM), the study finds that both AI-enabled service quality and E-WOM significantly enhance customer trust, which in turn positively affects repurchase intention. Moreover, customer trust mediates the relationship between technological service features and consumer loyalty. These findings underscore the need for ethical AI integration, transparent communication, and trust-building strategies in digitally mediated social services. Future interdisciplinary research is encouraged to explore industry-specific AI applications, governance challenges, and contextual moderators within sustainable social service ecosystems.