The effect of AI quality on customer experience and brand relationship

Abstract

Although Artificial Intelligence (AI) has been gradually introduced to various industries, research on customer attitudes and behavior toward the use of AI is still in its infancy. Underpinned by flow theory and social identity theory, the current research aims to examine the influence of AI on the customer experience of flow, customer‐brand identification and customer advocacy. In addition, it is suggested that employee responsiveness moderates the effect of AI quality on flow and customer‐brand identification. A paper‐based survey was used to collect data from 350 guests from hotels in Vietnam. The findings indicate that AI information currency and system flexibility are significantly related to flow whereas AI system timeliness is the only dimension that significantly affects customer‐brand identification. Flow and customer‐brand identification significantly mediates the relationship between AI quality and customer advocacy. Besides, as the level of employee responsiveness decreases, the effect of AI system reliability on customer‐brand identification is more significant. This study extends the current body of knowledge in relation to the role of AI in the development of service experience and the relationship between customers and an organization. The findings make a compelling case for hotels to invest in AI tools in order to respond to customer expectations and improve their perception of hotel services.

The role of artificial intelligence in consumers’ brand preference for retail banks in Hong Kong

“…Thus, this study adds value to the literature related to Gen Z. In addition, this study contributes to the service research by clarifying the predictive power of AI marketing efforts on brand preference (Nguyen et al 2021) and pinpointing the dimensions of AI marketing efforts that affect brand experience and brand preference. It also provides insights to academics who are interested in understanding the role of AI in consumer behavior and decision making.…”

“…The literature has suggested that AI marketing efforts affect the customer–brand relationship (Nguyen et al 2021 ). When AI quality is high, customers tend to be satisfied with AI services.…”

The effects of AI service quality and AI function-customer ability fit on customer's overall co-creation experience

“…High service quality can enhance customer satisfaction and loyalty. AI quality has also been emphasized in previous studies (Ashfaq et al, 2020;Nguyen et al, 2022;Sung et al, 2021). For example, it has been found that mixed reality immersion and enjoyment mediate the relationship between AI quality in mixed reality and customers' behavioral intentions (Sung et al, 2021).…”

Do not put the blame on me: Asymmetric responses to service outcome with autonomous vehicles versus human agents

“…Importantly, competence entails a significant degree of agent flexibility, both in the moment and diachronically, especially in service situations that require the kind of adaptiveness needed to face sudden environmental changes or outcome failures (Miracchi, 2019). Moreover, the perception of an autonomous technology performing the promised service accurately represents an important informational cue for inferring its functional value (Habel et al, 2017; Nguyen et al, 2021). In other words, if customers know that an AV provides an error free and timely service, they will perceive the AV service to be fulfilling their needs.…”