Exploring users’ insights on chatbots experiences within Online Travel Agency (OTA) / Nurul Syafiqqah Mohammad Shawal ... [et al.]
Continuous technological automation through Artificial Intelligence (AI) is changing the frontline services within the hospitality and tourism industry. Chatbots is an AI based automated program featuring human-like interaction via chat or voice assistant with the customers; and it can be found in n...
Saved in:
| Main Authors: | , , , , |
|---|---|
| Format: | Article |
| Language: | en |
| Published: |
Faculty of Hotel & Tourism Management, Universiti Teknologi MARA
2024
|
| Subjects: | |
| Online Access: | https://ir.uitm.edu.my/id/eprint/97780/1/97780.pdf https://ir.uitm.edu.my/id/eprint/97780/ https://www.jthca.org/ |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1833321107939131392 |
|---|---|
| author | Mohammad Shawal, Nurul Syafiqqah Othman, Zulhan Kedin, Nor Adila Abdul Aziz, Azdel Saiful Bakhtiar, Mohd Faeez |
| author_facet | Mohammad Shawal, Nurul Syafiqqah Othman, Zulhan Kedin, Nor Adila Abdul Aziz, Azdel Saiful Bakhtiar, Mohd Faeez |
| author_sort | Mohammad Shawal, Nurul Syafiqqah |
| building | Tun Abdul Razak Library |
| collection | Institutional Repository |
| content_provider | Universiti Teknologi Mara |
| content_source | UiTM Institutional Repository |
| continent | Asia |
| country | Malaysia |
| description | Continuous technological automation through Artificial Intelligence (AI) is changing the frontline services within the hospitality and tourism industry. Chatbots is an AI based automated program featuring human-like interaction via chat or voice assistant with the customers; and it can be found in numerous service-based websites and mobile apps including Online Travel Agency (OTA). Understanding users’ ( or customers’) chatbots experiences is critical to ensuring its’ success implementation within the customer service field. Despite the growing number of hospitality and tourism firms adopting chatbots to delivering customer care, little attention has been paid towards chatbots users’ reaction, particularly from the OTA standpoint. Underpinning Technology Acceptance Model, this paper examined chatbots’ antecedents covering perceived ease of use (PEOU), perceived playfulness (PP) and perceived usefulness (PU); towards users’ experience and satisfaction in OTA. It was found that chatbots’ perceived playfulness (PP) and perceived usefulness (PU) affect customer experience in OTA; while chatbots experience mediates the relationship between perceived playfulness (PP) and perceived usefulness (PU) towards customer satisfaction in OTA. Outcome from this study is hoped to facilitate both the academicians and practitioners whom are promoting AI within the digital business environment particularly in the hospitality and tourism services. |
| format | Article |
| id | my.uitm.ir-97780 |
| institution | Universiti Teknologi Mara |
| language | en |
| publishDate | 2024 |
| publisher | Faculty of Hotel & Tourism Management, Universiti Teknologi MARA |
| record_format | eprints |
| spelling | my.uitm.ir-977802024-08-26T03:32:44Z https://ir.uitm.edu.my/id/eprint/97780/ Exploring users’ insights on chatbots experiences within Online Travel Agency (OTA) / Nurul Syafiqqah Mohammad Shawal ... [et al.] jthca Mohammad Shawal, Nurul Syafiqqah Othman, Zulhan Kedin, Nor Adila Abdul Aziz, Azdel Saiful Bakhtiar, Mohd Faeez Travel. Voyages and travels (General) Consumer satisfaction Technological innovations Creative ability in technology Continuous technological automation through Artificial Intelligence (AI) is changing the frontline services within the hospitality and tourism industry. Chatbots is an AI based automated program featuring human-like interaction via chat or voice assistant with the customers; and it can be found in numerous service-based websites and mobile apps including Online Travel Agency (OTA). Understanding users’ ( or customers’) chatbots experiences is critical to ensuring its’ success implementation within the customer service field. Despite the growing number of hospitality and tourism firms adopting chatbots to delivering customer care, little attention has been paid towards chatbots users’ reaction, particularly from the OTA standpoint. Underpinning Technology Acceptance Model, this paper examined chatbots’ antecedents covering perceived ease of use (PEOU), perceived playfulness (PP) and perceived usefulness (PU); towards users’ experience and satisfaction in OTA. It was found that chatbots’ perceived playfulness (PP) and perceived usefulness (PU) affect customer experience in OTA; while chatbots experience mediates the relationship between perceived playfulness (PP) and perceived usefulness (PU) towards customer satisfaction in OTA. Outcome from this study is hoped to facilitate both the academicians and practitioners whom are promoting AI within the digital business environment particularly in the hospitality and tourism services. Faculty of Hotel & Tourism Management, Universiti Teknologi MARA 2024-04 Article PeerReviewed text en https://ir.uitm.edu.my/id/eprint/97780/1/97780.pdf Exploring users’ insights on chatbots experiences within Online Travel Agency (OTA) / Nurul Syafiqqah Mohammad Shawal ... [et al.]. (2024) Journal of Tourism, Hospitality and Culinary Arts <https://ir.uitm.edu.my/view/publication/Journal_of_Tourism,_Hospitality_and_Culinary_Arts/>, 16 (1). pp. 543-556. ISSN 1985-8914 ; 2590-3837 https://www.jthca.org/ |
| spellingShingle | Travel. Voyages and travels (General) Consumer satisfaction Technological innovations Creative ability in technology Mohammad Shawal, Nurul Syafiqqah Othman, Zulhan Kedin, Nor Adila Abdul Aziz, Azdel Saiful Bakhtiar, Mohd Faeez Exploring users’ insights on chatbots experiences within Online Travel Agency (OTA) / Nurul Syafiqqah Mohammad Shawal ... [et al.] |
| title | Exploring users’ insights on chatbots experiences within Online Travel Agency (OTA) / Nurul Syafiqqah Mohammad Shawal ... [et al.] |
| title_full | Exploring users’ insights on chatbots experiences within Online Travel Agency (OTA) / Nurul Syafiqqah Mohammad Shawal ... [et al.] |
| title_fullStr | Exploring users’ insights on chatbots experiences within Online Travel Agency (OTA) / Nurul Syafiqqah Mohammad Shawal ... [et al.] |
| title_full_unstemmed | Exploring users’ insights on chatbots experiences within Online Travel Agency (OTA) / Nurul Syafiqqah Mohammad Shawal ... [et al.] |
| title_short | Exploring users’ insights on chatbots experiences within Online Travel Agency (OTA) / Nurul Syafiqqah Mohammad Shawal ... [et al.] |
| title_sort | exploring users’ insights on chatbots experiences within online travel agency (ota) / nurul syafiqqah mohammad shawal ... [et al.] |
| topic | Travel. Voyages and travels (General) Consumer satisfaction Technological innovations Creative ability in technology |
| url | https://ir.uitm.edu.my/id/eprint/97780/1/97780.pdf https://ir.uitm.edu.my/id/eprint/97780/ https://www.jthca.org/ |
| url_provider | http://ir.uitm.edu.my/ |