Title: The impact of implementing chatbot on customer visit intention: application for hotel management

Authors: Nguyen Thi Khanh Chi

Addresses: Foreign Trade University, 91 Chua Lang, Hanoi, Vietnam

Abstract: This study is undertaken to investigate whether hotel providers can increase customer trust and customer experience through chatbot service rather than through traditional face-to-face interactions which further motivate customers to visit hotel. This study uses customer data to test the impact of three chatbot dimensions on customer trust and experience. Correlation analysis and structural equation modelling (SEM) were employed to examine the causal relationships. The results show that three chatbot dimensions have significant positive impact on customer trust and customer experience. Information quality has the highest effect on customer experience while service quality has the highest influence on customer trust. Meanwhile, customer trust has higher influence on hotel visit intention that customer experience. Moreover, three chatbot dimensions also have indirect link with customer intention. This paper also contributes several implications to theory and practice.

Keywords: chatbot; hospitality industry; customer trust; customer experience; hotel visit intention.

DOI: 10.1504/IJTMKT.2023.130017

International Journal of Technology Marketing, 2023 Vol.17 No.2, pp.148 - 165

Received: 14 Jan 2022
Accepted: 30 May 2022
Published online: 04 Apr 2023 *

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