This research investigates the impact of AI-based chatbot technology on customer satisfaction, loyalty, and word-of-mouth in the context of the hotel industry. Using a sample of Greater Cairo's five-star hotel customers, data was collected and analyzed through partial least squares structural equation modeling (PLS-SEM). The study employs a multi-dimensional approach, exploring various aspects of customer experiences with chatbots and their subsequent effects on satisfaction, loyalty, and word-of-mouth. The findings reveal significant positive relationships between customer experiences of chatbot technology, customer satisfaction, and subsequent outcomes such as loyalty and word-of-mouth. The study contributes valuable insights to the understanding of the role of chatbots in shaping customer perceptions and behaviors within the hospitality sector.
The study recommends Enhance Chatbot Features: Businesses in the hospitality and tourism sector should focus on enhancing chatbot features that contribute to positive customer experiences. Investing in the development of interactive, informative, and emotionally resonant chatbots can elevate overall customer satisfaction.
Training and Awareness Programs: Educate customers about the capabilities and benefits of chatbot technology. Training and awareness programs can help users maximize the potential of chatbots, contributing to positive experiences and, consequently, satisfaction.