The Influence of ChatGPT (Open AI) on Customer Satisfaction in Higher Education

The use of ChatGPT as a tool has recently increased in higher education due to its numerous benefits. However, its positive and negative impacts have been debated by several experts. Therefore, it is necessary to measure user satisfaction when using ChatGPT in higher education. User Information Satisfaction (UIS) will be measured in this study. The study utilizes a modified model based on previous research that centers around seven important factors that influence effective use of ChatGPT. The model aims to guide educators and learners in overcoming common challenges such as plagiarism and ensuring ethical use of AI. The study employed a structural equation model to test the UIS, using Partial Least Squares and SmartPLS 4 software. The study reveals that there are four independent variables: completeness, precision, timeliness, and convenience, and one dependent variable: satisfaction. The results indicate that completeness, precision, and convenience are the primary factors that influence customer satisfaction. This differs slightly from previous research, which did not find timeliness to be a significant factor in customer satisfaction. These findings suggest a need for a cautious approach to integrating ChatGPT into higher education to avoid compromising the quality and integrity of education. These insights underscore the importance of ensuring that ChatGPT-generated content is not only accurate and relevant but also delivered promptly.