The Effect of AI-Based Hotel Services on Customer Experience and Customer Retention in Five-Star Hotels: The Moderating Role of Perceived Service Quality

Abstract

Purpose: The study seeks to investigate the influence of AI-Based Hotel Services on Customer Experience and Customer Retention in five-star hotels and to analyze the moderating role of Perceived Service Quality in these relationships.

Methodology: A quantitative research approach with an explanatory research design is adopted. The study is conducted among customers of five-star hotels in the National Capital Region (NCR) of India who have experienced AI-based hotel services. Primary data are collected using a structured questionnaire through purposive sampling. The final analysis is based on "415 valid responses". Statistical analysis is performed using "SPSS, Microsoft Excel, and PROCESS Macro". The techniques employed include "reliability and validity testing, descriptive statistics, regression analysis, and moderation analysis".

Findings: These findings imply that AI-Based Hotel Services have a positive significant effect on Customer Experience and Customer Retention. Moreover, Perceived Service Quality has a significant effect on both relationships, indicating its crucial moderating effect on AI-based hotel services.

Conclusion: The findings indicate that there is a positive relationship between AI-Based Hotel Services, Customer Experience and Customer Retention in five-star hotels. In addition, high levels of Perceived Service Quality strengthen such relationships. The findings illustrate the need to integrate artificial intelligence (AI) technology with service quality to positively influence the customer experience and customer retention of hotels.