earticle

영어

Artificial intelligence (AI) becomes an iconic service feature that represents innovativeness and productivity of the leading companies in the hospitality industry. Especially, chatbot has been highlighted as a cost-effective artifact for customers who request information for decision making. However, due to its premature introduction, it had difficulty providing the service completely. Nevertheless, there is little clear definition or research about the service failure of chatbot. We examine the effect of service failures of chatbot and self-service technology (SST) on customers by applying the expectancy-disconfirmation theory in several service situations that are usually happened in hospitality context. After experiencing the service failure at chatbot and SST which were manipulated by authors, respondents rated their levels of (a) satisfaction (b) revisit intention (c) negative ewom. This study yields insights into people’s perceptions of AI’s service failures and recovery phases in the hospitality context.