The Impact of AI Chatbots on Long-Term Relationships between Customers and Hotels

Abstract

This article studies the critical determinants of AI Chatbots (anonymity, convenience, and problem-solving) on quality communication and long-term relationships between customers and hotels. The article employs correlation analysis and structural equation modeling (SEM) to analyze the data collected in a structured questionnaire survey in Vietnam. Empirical results indicate that three Chatbot dimensions have a significantly positive impact on communication quality. Problem-solving is found to be the highest influence on both communication quality and long-term relationships. Meanwhile, anonymity and convenience were revealed to have indirect effects on long-term relationships through communication quality. The findings provide an enhanced understanding of how AI Chatbots influence hotel customers experience with Chatbots. This paper also contributes several implications for firms post- the COVID-19 pandemic.