HUMAN-COMPUTER INTERACTION EXPERIENCE AND CUSTOMER LOYALTY IN CHINESE HOTELS: THE MODERATING EFFECT OF BRAND TRUST

In the era of digital transformation, human-computer interaction has become a critical factor in shaping customer experiences and loyalty, particularly in the hospitality industry. This study investigates the relationship between human-computer interaction experiences and customer loyalty in Chinese hotels, with a focus on the moderating role of brand trust. Drawing on the Technology Acceptance Model, the research explores how perceived ease of use and perceived usefulness of human-computer interaction systems influence customer loyalty while considering the impact of brand trust as a moderating variable. Using a quantitative research design, data were collected from 350 hotel guests in China who had interacted with human-computer interaction systems such as mobile apps, chatbots, and self-service kiosks. The findings reveal that human-computer interaction experience significantly enhances customer loyalty, and this relationship is positively moderated by brand trust. Specifically, customers with higher levels of brand trust are more likely to remain loyal despite potential technical issues or usability challenges. The study underscores the importance of user-centric human-computer interaction design, trust-building initiatives, and cultural sensitivity in enhancing customer loyalty in the Chinese hospitality market. These insights offer valuable implications for hotel managers and technology developers aiming to optimize human-computer interaction systems to foster long-term customer relationships.