Abstract

The paper will investigate how Artificial Intelligence (AI) can influence service delivery in a higher education institution through EduQual framework. The hybrid form of analysis that incorporated Structural Equation Modeling (SEM) and Association Rule Mining (ARM) was used to measure the influence of AI-based features in the form of responsiveness, assurance, personalization, usefulness, and empathy on the perceived quality of services by students. The sample size used to gather data consisted of 310 participants in institutions of higher learning in the Delhi NCR. SEM outcome implies that assurance, personalization, and responsiveness have a strong association with perceived service quality, whereas ARM shows the strong co-occurrence patterns, especially the joint effect of empathy and responsiveness on improving the level of student satisfaction. The results prove that AI-based learning services enhance efficiency, personalization, and student engagement. The research has both theoretical and practical implications as it combines confirmatory and exploratory methods in the EduQual framework and represents the impact of AI on sustainable development goal 4 (Quality Education) enhancement by facilitating learning environments that are affordable, inclusive, and of high quality.

Keywords: Artificial Intelligence (AI), Higher Education, EduQual Model, Service Quality, Structural Equation Modeling (SEM), Association Rule Mining (ARM), Student Satisfaction, SDG 4, Quality Education