The Effect of Artificial Intelligence on the dimensions of SERVQUAL model and Customer Satisfaction in Luxury Hotels in Thailand
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Abstract
This research aimed to analyse the role of Artificial Intelligence (AI) as a moderator, examining its influence on the relationship between the SERVQUAL model’s service quality dimensions, AI-related expectations effort expectancy, performance expectancy, social influence, and customer satisfaction within the context of luxury hotels in Thailand. This quantitative study collected data from 400 individuals who have stayed in luxury hotels since the post-pandemic period, utilizing a convenience sampling method via an online survey. The study employed the 17-item SERVQUAL scale, with Pearson correlation and multiple regression analysis used to test the hypotheses.
The findings indicate that Assurance, Reliability, and Empathy are the primary factors predicting customer satisfaction. AI was found to function as a moderator on the impact of 'Tangibles' on customer satisfaction. This result contradicts the initial hypothesis, which posited a negative moderating effect, implying that AI may not diminish the impact of Tangibles as originally anticipated. Luxury hotel managers can utilize these findings to plan and formulate strategies for AI implementation to enhance service quality and customer satisfaction. This study contributes to the literature by filling a knowledge gap regarding the role of AI in relation to the SERVQUAL model and customer satisfaction within the Thai luxury hotel context. The research would benefit from a larger sample size, an expanded scope to include budget hotels, and the adoption of qualitative or mixed methods approaches to gain deeper managerial insights.
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