IMPROVING CUSTOMER SERVICE USING ARTIFICIAL INTELLIGENCE CHATBOTS IN ACADEMIC FILE MANAGEMENT FACILITIES

Fivi Rahmatus Sofiyah : Vocational Faculty, Universitas Sumatera Utara, Medan, 20155, Indonesia , Ami Dilham : Economics and Business, Universitas Sumatera Utara, Medan, 20155, Indonesia , Arif Qaedi Hutagalung : Economics and Business, Universitas Sumatera Utara, Medan, 20155, Indonesia , Yulinda Yulinda : Economics and Business, Universitas Sumatera Utara, Medan, 20155, Indonesia , Andrew Satria Lubis : Economics and Business, Universitas Sumatera Utara, Medan, 20155, Indonesia , J.L. Marpaung : Mathematics Department, Universitas Sumatera Utara, Medan, 20155, Indonesia
Submitted: 09-06-2026 || Accepted: 09-06-2026 || Published: 09-06-2026

Abstract


The advancement of information technology in daily life is progressing rapidly, particularly in the transformation of human resource management in customer service. Chatbots serve as a viable option for enhancing customer service, particularly in the administration of academic records within colleges. The study aims to create an artificial intelligence chatbot model using web WhatsApp as a basis, with the goal of enhancing user convenience. The study encompassed 400 student participants who utilized AI chatbots to manage academic documents. The outcome yielded a 45% favourable impact on the satisfaction measure, which indirectly influences customer loyalty by moderating the system quality variable.


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DOI: https://doi.org/10.3059/insis.v0i0.30946

DOI (PDF): https://doi.org/10.3059/insis.v0i0.30946.g15602

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