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Artificial-intelligence-powered customer service management in the logistics industry



Objective: The article aims to show how people perceive future implications for logistics customer service resulting from the implementation of new technologies in the form of game-changer artificial intelligence (AI) solutions in the spirit of economy 4.0 and society 5.0.

Research Design & Methods: The research process used a nomothetic approach based on the methodology of mixed research. The qualitative approach included a research study of monographs, publications, reports, and netographic sources. We used the technique of critical content analysis based on the co-occurrence of terms. In turn, we based the quantitative approach on the diagnostic survey method with the computer-assisted web interviewing (CAWI) technique. The sample size was 233. For further analysis, we used the statistical package for the social sciences (SPSS).

Findings: The research shows that customer service in logistics already uses different forms of AI-based solutions (like Chabtbots, Voicebots, and voice assistants). Even customers positively evaluate those solutions, among others, for efficiency, competence, and service quality. Moreover, customers are aware of AI-based solutions and know that their usage will deepen in the future, as it is a game changer for the competitiveness of customer service in logistics.

Implications & Recommendations: The conducted research indicates the need to constantly improve the digital competences of the users of last-mile logistics services in the context of technologization of transaction processes. Different areas of business will widely use AI-based solutions, because there is a need to develop systems which will help with the human-machine communication. This technology should be constructed as safe for people and easy to use; both with regard to users and customers. As a result of these processes, there is a greater need to educate people about AI-based solutions to develop awareness and improve future outcomes.

Contribution & Value Added: The article’s main advantage is determining new possibilities in the area of logistics customer service as a result of the dissemination of solutions in the AI field, which may be a helpful instrument for enterprises in managing the last-mile scenario in the future.


artificial intelligence; , automation; , logistics; , logistics customer service; , Industry 4.0

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Author Biography

Marta Brzozowska

PhD in Management (2018, University of Social Sciences, Lodz, Poland); Associate Professor at the Jan Kochan-owski University of Kielce (Poland). Her research interests include Logistics services, supply chain management and innovative technologies.
Correspondence to: dr inż Marta Brzozowska, Uniwersytet Jana Kochanowskiego w Kielcach, Wydział Prawa i
Nauk Społecznych, Instytut Zarządzania, ul. Żeromskiego 5, 25-369 Kielce, Poland, e-mail: marta.

Katarzyna Kolasińska-Morawska

Adjunct professor at the Cracow University of Economics (CUE). She holds PhD in management - specialization
logistics management. Her area of research interests includes but not limited to distribution processes, logistics
and consumer behaviour.
Correspondence to: dr Katarzyna Kolasińska-Morawska, Uniwersytet Ekonomiczny w Krakowie, Instytut Zarządzania, Katedra Zarządzania, ul. Rakowicka 27, 31-510 Kraków, Poland, e-mail:

Łukasz Sułkowski

Full professor of economic sciences, specializing in management sciences. Currently employed in the Institute
of Public Affairs of the Jagiellonian University. Vice-Rector of the WSB Academy in Dąbrowa Górnicza. He is also
the President of PCG Polska.

Paweł Morawski

Adjunct professor at the Cracow University of Economics (CUE). He holds PhD in logistics management and
master degree in computer sciences.
Correspondence to: dr inż. Paweł Morawski, Uniwersytet Ekonomiczny w Krakowie, Instytut Zarządzania, Katedra
Zarządzania, ul. Rakowicka 27, 31-510 Kraków, Poland, e-mail:


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