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How does an Intelligence Chatbot Affect Customers Compared with Self-Service Technology for Sustainable Services?

Author

Listed:
  • Taehyee Um

    (Department of Hotel Management, College of Hotel and Tourism Management, Kyung Hee University, Seoul 02447, Korea)

  • Taekyung Kim

    (Business School, Kwangwoon University, Seoul 01897, Korea)

  • Namho Chung

    (Smart Tourism Research Platform, Kyung Hee University, Seoul 02447, Korea)

Abstract

To gain competitive advantages and sustainable service innovation, hotels are considering artificial intelligence technologies (AI), including robots, kiosks for service automation and chatbots. However, due to the change of the service process and unfamiliar communication interface, hotel customers may have difficulties in adopting the new change. In this paper, we tried to find out if the failure of AI-based services would affect customers’ perception. For this, we designed the experiment by separating AI (i.e., chatbot) services and self-service technology (SST, i.e., pad) services and service failures and successful cases, respectively. As a result, SST showed more positive perceptions and revisit intention in the successful service situation. The service failure situation showed no differences between chatbot and SST. In addition, novelty and the need for interaction characteristics of customers showed significant differences between groups in terms of service success and failure, respectively. Additionally, we explored negative word-of-mouth (WOM) to learn further effects by service failures and successes.

Suggested Citation

  • Taehyee Um & Taekyung Kim & Namho Chung, 2020. "How does an Intelligence Chatbot Affect Customers Compared with Self-Service Technology for Sustainable Services?," Sustainability, MDPI, vol. 12(12), pages 1-21, June.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:12:p:5119-:d:375357
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    Cited by:

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    3. Sewoong Hwang & Jonghyuk Kim, 2021. "Toward a Chatbot for Financial Sustainability," Sustainability, MDPI, vol. 13(6), pages 1-18, March.
    4. Zhou, Cheng & Chang, Qian, 2024. "Informational or emotional? Exploring the relative effects of chatbots’ self-recovery strategies on consumer satisfaction," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    5. Huiyue Ye & Sunny Sun & Rob Law, 2022. "A Review of Robotic Applications in Hospitality and Tourism Research," Sustainability, MDPI, vol. 14(17), pages 1-15, August.
    6. Nick Drydakis, 2022. "Artificial Intelligence and Reduced SMEs’ Business Risks. A Dynamic Capabilities Analysis During the COVID-19 Pandemic," Information Systems Frontiers, Springer, vol. 24(4), pages 1223-1247, August.
    7. Jin-Kyu Kim & Jae-Jang Yang & Yong-Ki Lee, 2023. "How Do Self-Service Kiosks Improve COVID-19 Pandemic Resilience in the Restaurant Industry?," Sustainability, MDPI, vol. 15(13), pages 1-21, June.
    8. Laura Studen & Victor Tiberius, 2020. "Social Media, Quo Vadis? Prospective Development and Implications," Future Internet, MDPI, vol. 12(9), pages 1-22, August.
    9. Won-Jun Lee, 2024. "Service Failure by Human, Service Recovery by AI Chatbot: The Impact of Justice, AI Efficacy on Recovery Effort," Virtual Economics, The London Academy of Science and Business, vol. 7(4), pages 48-63, December.
    10. Blömker, Jan & Albrecht, Carmen-Maria, 2025. "A path from multichannel customer data to real-time personalization: Predicting customers’ psychological traits through machine learning," Journal of Retailing and Consumer Services, Elsevier, vol. 87(C).
    11. S. Jerrin Issac Sam & K. Mohamed Jasim, 2025. "Diving into the technology: a systematic literature review on strategic use of chatbots in hospitality service encounters," Management Review Quarterly, Springer, vol. 75(1), pages 527-555, February.

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