Digital Service Experience, Satisfaction, and Word of Mouth in Vietnam's Telecom Services: Comparing AI-Enabled and XR-Like Interface Cues
Year: 2026
Type: article
Study design: Observational Study
Abstract: Digital telecom services are increasingly delivered through provider-managed interfaces, yet prior research still says relatively little about whether AI-related service cues and XR-like interface cues connect to satisfaction and word-of-mouth (WOM) intention in comparable ways. Drawing on a stimulus-organism-response view of digitally mediated service encounters, this study treats AI-enabled experience and XR-like interface experience as interface-level stimuli, satisfaction as the central evaluative mechanism, and WOM intention as the behavioural response. Using Google Forms survey data collected in Vietnam in the last six months of 2025, the analysis retained 539 valid responses from 576 initial submissions and estimated the model with PLS-SEM. Both experience constructs are positively associated with satisfaction, and satisfaction is strongly associated with WOM intention. AI-enabled experience also retains a small direct association with WOM intention, whereas the direct XR-like interface path is not statistically significant. The findings indicate that AI-related and XR-like cues are not interchangeable in Vietnam's telecom services and that satisfaction remains the main route through which digital service experience connects to customer advocacy.
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W7214915192