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

Abstract

This article studies the critical determinants toward AI Chatbot (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 the 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 relationship. Meanwhile, anonymity and convenience were revealed to have indirect effects on long-term relationship through communication quality. The findings provide an enhanced understanding of how AI Chatbot influences customer experience with hotel’ Chatbot. This paper also contributes several implications for firms post COVID-19 pandemic.