International Journal of Scientific Research and Engineering Development

In the context of digital transformation, artificial intelligence (AI) has been increasingly adopted by firms in customer service activities to enhance operational efficiency and improve customer experience. However, sustaining the use of AI after the initial implementation stage remains challenging and has not been sufficiently examined at the organizational level. This study aims to investigate the factors influencing firms’ decisions to continuously use AI in customer service by integrating the Theory of Planned Behavior (TPB) and Expectation–Confirmation Theory (ECT). Data were collected from 378 firms, with respondents being managers or personnel in charge of customer service and digital transformation initiatives. Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed to test the proposed research model and hypotheses. The results indicate that attitude toward AI use, subjective norms, and perceived behavioral control have significant positive effects on firms’ intentions to continuously use AI in customer service. In addition, expectation confirmation and satisfaction play critical roles in shaping positive attitudes toward continued AI use. This study contributes to the literature by extending the applicability of TPB to the organizational AI context and clarifying the role of post-adoption factors in explaining technology continuance behavior. From a practical perspective, the findings provide valuable managerial insights for firms seeking to develop sustainable AI-driven customer service strategies.

Le Thanh Sang,"Factors Influencing Firms’ Continuous Use of Artificial Intelligence in Customer Service in Ho Chi Minh City, Vietnam: An Integrated TPB–ECT Approach" International Journal of Scientific Research and Engineering Development, V9(3): Page(1945-1954) May-June 2026. ISSN: 2581-7175. www.ijsred.com. Published by Scientific and Academic Research Publishing.