Customer Satisfaction with Virtual Assistance in a Hospitality Context
Benchhiba, Simo Mohamed (2020)
Benchhiba, Simo Mohamed
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020112724780
https://urn.fi/URN:NBN:fi:amk-2020112724780
Tiivistelmä
AI solutions are gaining ground in the service sector, chatbots promise is to alleviate service delivery costs, and to make customer experience more convenient. Monitoring hospitality chatbots' performance through satisfaction studies helps hotel managers to deploy adequate chat service forms and features to match hotels' own online users' expectations.
This qualitative study utilizes Weiss et al. (2009) USUS framework in addition to Wei et al. (2017), and Sarmah and Rahman (2018) insights as a starting-point to explore experiences of four hotels' chatbots in Finland. This exploration is performed through semi-structured interviews.
The homogeneous sample of 13 participants' experiences helped answer the research questions: How satisfied are the investigated hotel guests with the conversational experience of chatbots? and What are the possible reasons behind satisfaction or non-satisfaction of the interaction experience with the investigated chatbots?
The results show a clearer impact of functional attributes such as effectiveness, efficiency. Intrinsic features like human-oriented, and empowerment refine satisfaction and add to users' comfort. Hybrid chat models tend to yield more satisfactory results. Awaiting for hotels to adopt advanced conversational solutions, and intelligent service models, the human agents remain an irreplaceable determinant for satisfaction with hotels' chatbots.
This qualitative study utilizes Weiss et al. (2009) USUS framework in addition to Wei et al. (2017), and Sarmah and Rahman (2018) insights as a starting-point to explore experiences of four hotels' chatbots in Finland. This exploration is performed through semi-structured interviews.
The homogeneous sample of 13 participants' experiences helped answer the research questions: How satisfied are the investigated hotel guests with the conversational experience of chatbots? and What are the possible reasons behind satisfaction or non-satisfaction of the interaction experience with the investigated chatbots?
The results show a clearer impact of functional attributes such as effectiveness, efficiency. Intrinsic features like human-oriented, and empowerment refine satisfaction and add to users' comfort. Hybrid chat models tend to yield more satisfactory results. Awaiting for hotels to adopt advanced conversational solutions, and intelligent service models, the human agents remain an irreplaceable determinant for satisfaction with hotels' chatbots.