Abstract
To gain competitive advantages and sustainable service innovation, hotels are considering artificial intelligence technologies (AI), including robots, kiosks for service automation and chatbots. However, due to the change of the service process and unfamiliar communication interface, hotel customers may have difficulties in adopting the new change. In this paper, we tried to find out if the failure of AI-based services would affect customers’ perception. For this, we designed the experiment by separating AI (i.e., chatbot) services and self-service technology (SST, i.e., pad) services and service failures and successful cases, respectively. As a result, SST showed more positive perceptions and revisit intention in the successful service situation. The service failure situation showed no differences between chatbot and SST. In addition, novelty and the need for interaction characteristics of customers showed significant differences between groups in terms of service success and failure, respectively. Additionally, we explored negative word-of-mouth (WOM) to learn further effects by service failures and successes.
Highlights
Artificial intelligence (AI) is an artefact based on computer science and machine-learning studies to extend human intelligence
As a result of case-by-case data collection, 30 of the 36 data were used for successful service with a chatbot
For the failure with a chatbot, 45 of 79 data were used for the final analysis
Summary
Artificial intelligence (AI) is an artefact based on computer science and machine-learning studies to extend human intelligence. Empirical knowledge collected from big data is used to develop a series of algorithms to deal with more complex and service-oriented problems on their own [1]. These processes are becoming used more and more in the real-world business environment, as the amount of data that can be learned increases and the technology that can handle it is underpinned [2]. Many industries, such as financial, logics, and education, are actively using AI for services. The report states that the use of AI in travel and tourism is currently in a minor stage, but has high potential for development
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