Linking AI quality performance and customer engagement: The moderating effect of AI preference |
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Institution: | 1. Culverhouse College of Business, University of Alabama, United States of America;2. Department of Management, University of Bologna, Italy;3. Texas State University, United States of America;4. EDHEC Business School, France;5. Clemson University, United States of America;6. Alliance Manchester Business School, The University of Manchester, United Kingdom;7. Karlstad Business School, Sweden;8. Cairo University, Egypt |
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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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Keywords: | Artificial intelligence AI satisfaction AI preference Service quality Customer engagement |
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