The impact of artificial intelligence and employee service quality on customer satisfaction and loyalty

ABSTRACT

The study discusses artificial intelligence (AI) – powered applications as a commercial service with a focus on the hotel industry. This research is approached from the customers’ perspective and examines how AI and employee service quality influence customer satisfaction and loyalty. The study was conducted in multiple hotels in Portugal and focused on departure guests who had experienced both AI and employee services associated with the surveyed hotels. The results show that both AI and employee service quality explain significant variances in overall service quality assessment as well as customer satisfaction and loyalty. However, only certain service quality dimensions made unique variances in the outcomes of interest. When regressing both AI and employee service quality in the same equation, AI becomes negative and insignificant. This study contributes to the AI and customer loyalty research. The findings of this study have financial implications for hotels and provide insights into optimal resource allocation.

这项研究讨论了人工智能（AI）作为一项商业服务的应用，重点是酒店业. 本研究从顾客的角度出发，探讨人工智能与员工服务品质对顾客满意度与忠诚度的影响. 这项研究是在葡萄牙的多家酒店进行的，研究对象是那些同时体验过人工智能和与被调查酒店相关的员工服务的离境客人. 结果表明，人工智能和员工服务质量在总体服务质量评价、顾客满意度和忠诚度上均具有显著差异. 然而，只有某些服务质量维度在感兴趣的结果中产生了独特的差异. 当人工智能和员工服务质量在同一方程中回归时，人工智能变为负且不显著. 本研究有助于人工智能和顾客忠诚的研究. 这项研究的发现对酒店业具有财务意义，并为优化资源配置提供了见解.

KEYWORDS:

• Artificial intelligence
• service quality
• customer loyalty
• hotels