Linking AI quality performance and customer engagement: The moderating effect of AI preference

Prentice, Catherine ORCID: https://orcid.org/0000-0002-7700-3889 and Weaven, Scott and Wong, IpKin Anthony (2020) Linking AI quality performance and customer engagement: The moderating effect of AI preference. International Journal of Hospitality Management, 90:102629. pp. 1-10. ISSN 0278-4319


Abstract

Drawing upon affordance theory, this study positions artificial intelligence (AI) as a commercial service in examining its influence on customer engagement in the hotel context. In particular, we seek to understand linkages between customer perceptions of AI service quality, AI customer satisfaction and engagement. Given the multiplicity of services offered by service organisations, customers’ preference for AI service is modelled as a moderator of customer perceptions and attitudes towards AI. Data was collected from a sample of hotel customers in Australia who had previously used AI tools or services. Our results reveal a significant chain effect between AI service indicators, service quality perceptions, AI satisfaction and customer engagement. AI preference has a significant moderation effect on information quality and satisfaction. These findings provide new insights into the consumer services literature and have important implications for marketing practitioners.


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Item Type: Article (Commonwealth Reporting Category C)
Refereed: Yes
Item Status: Live Archive
Additional Information: Files associated with this item cannot be displayed due to copyright restrictions.
Faculty/School / Institute/Centre: No Faculty
Faculty/School / Institute/Centre: No Faculty
Date Deposited: 10 Aug 2022 01:58
Last Modified: 11 Aug 2022 01:03
Uncontrolled Keywords: AI preference; AI satisfaction; Artificial intelligence; Customer engagement; Service quality
Fields of Research (2020): 35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3507 Strategy, management and organisational behaviour > 350799 Strategy, management and organisational behaviour not elsewhere classified
35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350699 Marketing not elsewhere classified
Identification Number or DOI: https://doi.org/10.1016/j.ijhm.2020.102629
URI: http://eprints.usq.edu.au/id/eprint/49849

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