The Effect of AI Quality on CX

project

The Effect of AI Quality on CX

Although Artificial Intelligence (AI) has been gradually introduced to various industries, research on customer attitudes and behavior toward the use of AI is still in its infancy. Underpinned by flow theory and social identity theory, the current research aims to examine the influence of AI on the customer experience of flow, customer-brand identification and customer advocacy.

  • Start with a consultation
  • We'll present a service proposal
  • Meet your Marketing AI team
  • Prototype, build, scale, grow revenue

In addition, it is suggested that employee responsiveness moderates the effect of AI quality on flow and customer-brand identification.

project
project

The Results

A survey collected data from 350 guests from hotels in Vietnam. The findings indicate that AI information currency and system flexibility are significantly related to flow whereas AI system timeliness is the only dimension that significantly affects customer-brand identification. Flow and customer-brand identification significantly mediates the relationship between AI quality and customer advocacy. Besides, as the level of employee responsiveness decreases, the effect of AI system reliability on customer-brand identification is more significant.

The findings make a compelling case for hotels to invest in AI tools in order to respond to customer expectations and improve their perception of hotel services. Source: Wiley.

Subscribe For Newsletter

Subscribe to our newsletter & stay updated