A systematic review of AI technology-based service encounters: Implications for hospitality and tourism operations

Abstract

The hospitality and tourism industry faces serious challenges during public health emergencies such as COVID-19. Managers are concerned not only about how to maintain business and provide humanized services but also about social distancing. This study presented artificial intelligence (AI) technology-based service encounters as a possible solution and examined the antecedents and consequences of the encounter triad including customers, employees, and AI. Based on a systematic literature review, the study identified 4 modes of AI technology-based service encounters: AI-supplemented, AI-generated, AI-mediated, and AI-facilitated encounters. In addition, the study developed an integrated model to specify the factors that influence AI technology-infused service encounters in general and the customer service outcomes that result from the encounters. The findings contribute to service management and AI application theoretically and practically. • AI technology-based service encounter s solve the challenge of providing hospitableness while maintaining distance through two ways: avoidance and coping. • Four modes of AI technology-based service encounters were identified: AI-supplemented, AI-generated, AI-mediated, and AI-facilitated encounters. • Public health emergencies influence AI technology-based service encounters through customer-based, firm-based, and context-based factors. • An integrated model explains the influence of AI technology-based service encounter on customer service outcomes in the COVID-pandemic.