THE IMPACT OF ANTHROPOMORPHIC APPLICATIONS OF ARTIFICIAL INTELLIGENCE TECHNOLOGY ON HOTEL SATISFACTION
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Abstract
This study explores the impact of the anthropomorphic application of hotel artificial intelligence (AI) technology on guest satisfaction and examines the mediating and moderating roles of actual self-congruence and product involvement. Path analysis and hypothesis testing were conducted using the SPSS PROCESS V4.2 macro on a sample of 395 survey respondents. The results showed that the anthropomorphic application of hotel AI technology significantly enhances guest satisfaction. Actual self-congruence not only directly increases guest satisfaction but also moderates the relationship between anthropomorphic application and satisfaction. In addition, product involvement serves as a mediator in this relationship. Furthermore, actual self-congruence also moderated the effect of product involvement on satisfaction. From the dual perspectives of hotel service providers and consumers, this study proposes strategies for effectively enhancing guest satisfaction through anthropomorphic applications, particularly in the context of the growing adoption of AI technology. This findings provide valuable guidance for the hotel industry on leveraging AI to improve service quality and guest satisfaction, and they offer empirical evidence to support strategic decision-making by hotel management.
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