Role and Influence of Artificial Intelligence (AI)-Powered Technologies in Terms of Enhancing Customer Satisfaction in the Hospitality Industry

With the advent of Industry 4.0, the use of Artificial Intelligence (AI) and digital technologies has become indispensable for the hospitality industry. This study focused on how AI in the hospitality industry has enhanced customer experience and satisfaction, along with other factors. The study has adapted models such as SERVQUAL and ECSI from the literature, proving the relation between AI technologies and customer satisfaction. Responses from 276 participants were collected and analysed using confirmatory factor analysis and structural equation modelling. This study found that AI had a significant relation to enhancing customer satisfaction (and thereby overall experience). The perceived value affects customer satisfaction, which is influenced by the expectancy and the threat of risk. This study essentially delves deep into consideration response time and the threat of risk, which has emerged as one of the sticking points after the upsurge in the use of AI in the hospitality sector.