AI-driven HR service quality and organisational citizenship behaviour in the Indian IT sector: the mediating role of organisational commitment

In the modern world, the use of Artificial Intelligence (AI) in Human Resource Management (HRM) is changing the landscape of service delivery in Knowledge-Based Organisations (KBOs). While there is an increasing trend in investing in HR processes powered by AI, there is not enough empirical research exploring how perceived AI-HR service quality relates to employee behavioural outcome through psychological mechanisms, especially in the Indian information technology (IT) industry. The study uses Social Exchange Theory (SET) as its primary lens and non-measured, but secondary, lens is Technology Acceptance Model (TAM) to analyse the impact of AI-based HR service quality on Organisational Citizenship Behaviour (OCB) which is in turn mediated by Organisational Commitment (OC) which is operationalised as a second-order reflective construct with three sub-constructs namely affective commitment, continuance commitment, and normative commitment. A survey of IT professionals drawn from major technology hubs across India was conducted and analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The results demonstrate that AI-driven HR service quality exerts a significant positive influence on organisational commitment, which in turn meaningfully predicts organisational citizenship behaviour. Furthermore, AI-driven HR service quality also directly influences citizenship behaviour, and organisational commitment partially mediates this relationship. Individual and organisational boundary conditions, including AI literacy, technology anxiety, organisational AI support, and job role complexity, were found to moderate key relationships in the model. Theoretical and practical implications for AI-HRM system design and IT workforce management are discussed.