POSTGRADUATE STUDENTS’ PERCEIVED POTENTIAL BENEFITS AND DRAWBACKS OF AIPOWERED CHATBOTS FOR SUPPORT SERVICES IN AL-HIKMAH UNIVERSITY: IMPLICATIONS FOR MANAGEMENT

Abstract

This study explored postgraduate students’ perceived potential benefits and drawbacks of AI-powered chatbots for 
support services at Al-Hikmah University, with a focus on the implications for university management. As higher 
education institutions increasingly adopt artificial intelligence technologies to enhance student support, 
understanding user perceptions is essential for successful implementation and integration. Guided by the 
Technology Acceptance Model (TAM), the study employed a qualitative approach, drawing data from semi
structured interviews with 35 postgraduate students across various faculties. Findings revealed that students 
generally recognized the benefits of chatbots in improving efficiency, accessibility, and responsiveness to routine 
academic and administrative inquiries. Many participants highlighted the convenience of receiving instant 
responses, reduced need to queue at offices, and better access to information on registration, fees, and deadlines. 
These perceived advantages align with TAM’s emphasis on perceived usefulness and ease of use as key drivers of 
technology adoption. However, students also raised concerns about several limitations. Notably, chatbots were 
viewed as inadequate for addressing complex or emotionally sensitive issues, and some participants questioned their 
reliability and accuracy. Concerns were also expressed regarding data privacy, lack of human interaction, limited 
digital literacy among some users, and the risk of outdated information. These drawbacks pose significant challenges 
for management and suggest that chatbots should complement, rather than replace, human support systems. The 
study recommends that university management adopt a hybrid model combining AI efficiency with human 
oversight. Efforts should be made to improve chatbot design, ensure frequent updates, and provide training for 
students to enhance digital literacy. Transparent data governance policies are also critical to foster trust and 
widespread adoption. Ultimately, while AI-powered chatbots hold promise for transforming support services in 
higher education, their success hinges on thoughtful implementation, user-centered design, and ongoing institutional 
support. These findings provide valuable views for decision-makers seeking to improve student experience through 
AI-driven solutions.