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<p>This study examines the influence of psychological antecedents on users’ attitude toward chatbots while availing hotel services. Additionally, it examines how the attitude toward chatbots impact customer satisfaction and what role does e-shopping enjoyment plays in this relationship. A total of 301 respondents who have engaged in recent chatbot conversations related to hotel booking were included in this study. Factors such as perceived ease of use, competence support, and relatedness support significantly contribute to the development of favorable attitudes&#xa0;towards chatbots. Furthermore, it was found that attitudes&#xa0;towards chatbots and e-shopping enjoyment have a significant impact on customer satisfaction. It was also found that attitude towards chatbots significantly mediates the impact of perceived ease of use, autonomy support and relatedness support on customer satisfaction. Moreover, the significant mediation of e-shopping enjoyment was also observed for the impact of attitude towards chatbots on the customer satisfaction. The novelty of this research is in exploring the psychological factors that influence user attitudes towards chatbots and their consequent effects on customer satisfaction while availing hotel services.</p>

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Marketing perspective on AI-Powered chatbot service in hotels: Exploring the impact of psychological antecedents on customer attitude and the role of e-shopping enjoyment for customer satisfaction

  • 期刊论文

  • 发表日期：

    2026年1月28日

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  • Adil Zia

摘要

This study examines the influence of psychological antecedents on users’ attitude toward chatbots while availing hotel services. Additionally, it examines how the attitude toward chatbots impact customer satisfaction and what role does e-shopping enjoyment plays in this relationship. A total of 301 respondents who have engaged in recent chatbot conversations related to hotel booking were included in this study. Factors such as perceived ease of use, competence support, and relatedness support significantly contribute to the development of favorable attitudes towards chatbots. Furthermore, it was found that attitudes towards chatbots and e-shopping enjoyment have a significant impact on customer satisfaction. It was also found that attitude towards chatbots significantly mediates the impact of perceived ease of use, autonomy support and relatedness support on customer satisfaction. Moreover, the significant mediation of e-shopping enjoyment was also observed for the impact of attitude towards chatbots on the customer satisfaction. The novelty of this research is in exploring the psychological factors that influence user attitudes towards chatbots and their consequent effects on customer satisfaction while availing hotel services.