How does an Intelligence Chatbot Affect Customers Compared with Self-Service Technology for Sustainable Services?
Abstract
:1. Introduction
2. Background
2.1. AI and Hospitality
2.2. Chatbot
2.3. Service Failure
3. Research Model Development
3.1. Status Quo Bias Theory
3.2. Service Failure and Customer Reaction
3.3. User Characteristics
3.3.1. Novelty Seeking
3.3.2. Need for Interaction
4. Methodology
4.1. Study Design
4.2. Procedures
4.3. Manipulations and Research Instruments
4.4. Data Collection
5. Results
5.1. Manipulation Check
5.2. Hypotheses Test
5.3. Group Comparison
5.4. Post Analysis
6. Discussion
7. Conclusions
Author Contributions
Funding
Conflicts of Interest
Appendix A
Scenario
Scenario A1. Chatbot Service Situation
Scenario A2. Chatbot Service Failed
Scenario A3. Self-Service Situation through a Pad
Scenario A4. Self-Service through a Pad Failed
Appendix B
Appendix C
References
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Characteristics | Frequency | Percentage | Characteristics | Frequency | Percentage | ||
---|---|---|---|---|---|---|---|
Gender | Male | 62 | 38.5 | Occupation | Civil servant | 2 | 1.2 |
Female | 99 | 61.5 | Mechanic | 8 | 5.0 | ||
Age | Under 20 | 5 | 3.1 | Office worker | 51 | 31.7 | |
20–29 | 82 | 50.9 | Business | 7 | 4.3 | ||
30–39 | 45 | 28.0 | Professional | 11 | 6.8 | ||
40–49 | 25 | 15.5 | Homemaker | 1 | 0.6 | ||
50–59 | 4 | 2.5 | Services | 26 | 16.1 | ||
Monthly income | Less than 100 m w1 | 29 | 18.0 | Student | 43 | 26.7 | |
100–200 m w | 30 | 18.6 | Other | 11 | 6.8 | ||
200–300 m w | 53 | 32.9 | Non | 1 | 0.6 | ||
300–400 m w | 18 | 11.2 | Education | High school | 7 | 4.3 | |
400–500 m w | 7 | 4.3 | In university | 35 | 21.7 | ||
Over 500 m w | 24 | 14.9 | University graduate | 67 | 41.6 | ||
Marital status | Married | 30 | 18.6 | Graduate school | 52 | 32.3 | |
Single | 128 | 79.5 | total | 161 | 100.0 | ||
No response | 3 | 1.9 |
Chatbot (n = 75) | SST (n = 86) | |||||
---|---|---|---|---|---|---|
Realism: Awareness of Scenario Situations | ||||||
Question | Case1 | Case2 | F (1, 73) | Case3 | Case4 | F (1, 84) |
A given scenario can occur in real life. | 6.47 | 6.13 | 1.94 | 6.52 | 5.78 | 8.05 ** |
It was easy imagining myself in the scenario situation. | 6.67 | 6.47 | 1.45 | 6.57 | 6.18 | 2.82 |
Average of the two items | 6.57 | 6.30 | 1.20 | 6.54 | 5.98 | 6.36 * |
Service Situation: Awareness of Completion of Service Delivery1 | ||||||
The service set up in the experiment was finally well completed. | 6.63 | 2.13 | 288.70 *** | 6.72 | 2.15 | 359.03 *** |
I was able to complete the service request via chatbot/pad. | 6.57 | 2.04 | 260.19 *** | 6.74 | 1.75 | 654.31 *** |
Average of the two items | 6.60 | 2.09 | 307.91 *** | 6.73 | 1.95 | 584.08 *** |
Situation | Case | Wilks’λ | F-Value | df | p | Situation | Case | Wilks’λ | F-Value | df | p |
---|---|---|---|---|---|---|---|---|---|---|---|
Success | Chatbot/SST | 0.884 | 4.791 | 2.000 | 0.011 | Failure | Chatbot/SST | 0.993 | 0.281 | 2.000 | 0.755 |
Dependent variables | df | Sum of squares | F | Sig | Dependent variables | df | Sum of squares | F | Sig | ||
Attitude toward a hotel | 1 | 12.933 | 6.990 | 0.010 | Attitude towarda hotel | 1 | 0.010 | 0.006 | 0.940 | ||
Revisit intention | 1 | 11.903 | 8.962 | 0.004 | Revisit intention | 1 | 0.204 | 0.118 | 0.732 |
Hypotheses | Situation | Dependent variables | Type | Mean (S.D.) | Results |
---|---|---|---|---|---|
H1a | Success | Attitude | Chatbot (n = 30) | 5.01 (1.61) | Supported |
SST (n = 46) | 5.86 (1.17) | ||||
H1b | Revisit intention | Chatbot (n = 30) | 4.26 (1.24) | Supported | |
SST (n = 46) | 5.07 (1.09) | ||||
H2a | Failure | Attitude | Chatbot (n = 45) | 4.17 (1.52) | Rejected |
SST (n = 40) | 4.19 (0.97) | ||||
H2c | Revisit intention | Chatbot (n = 45) | 3.81 (1.39) | Rejected | |
SST (n = 40) | 3.72 (1.21) |
Hypotheses | Situation | Dependent Variables | Type | Mean (Low Group) | Mean (High-Group) | T-Value | Sig | Results |
---|---|---|---|---|---|---|---|---|
H3a | Success | Attitude | Chatbot | 4.53 (Low-novelty) | 5.64 (High-novelty) | 1.967 | 0.059 | Partially supported |
SST | 5.59 (Low-novelty) | 6.10 (High-novelty) | 1.482 | 0.146 | ||||
H3b | Revisitintention | Chatbot | 4.23 (Low-novelty) | 4.28 (High-novelty) | 0.101 | 0.920 | Partially supported | |
SST | 4.59 (Low-novelty) | 5.5 (High-novelty) | 3.126 | 0.003 | ||||
H4a | Failure | Attitude | Chatbot | 3.45 (Low-NFI1) | 4.69 (High-NFI) | 2.907 | 0.006 | Partially supported |
SST | 4.05 (Low-NFI) | 4.45 (High-NFI) | 1.048 | 0.309 | ||||
H4b | Revisitintention | Chatbot | 3.24 (Low-NFI) | 4.23 (High-NFI) | 2.467 | 0.018 | Partially supported | |
SST | 3.68 (Low-NFI) | 3.78 (High-NFI) | 0.222 | 0.827 |
Scenario | Information Gain | ||
---|---|---|---|
Revisit Intention | Negative WOM | Dissatisfaction | |
Chatbot | 0.568 | 0.379 | 0.052 |
SST | 0.884 | 0.554 | 0.146 |
Scenario | Situation | Dissatisfaction | Negative WOM | Revisit Intention | |||
---|---|---|---|---|---|---|---|
Mean | T-Value | Mean | T-Value | Mean | T-Value | ||
Chatbot | Failure | 3.81 | −1.435 | 4.21 | 7.037 *** | 5.08 | 10.085 *** |
Success | 4.26 | 2.06 | 2.03 | ||||
SST | Failure | 3.72 | −5.378 *** | 4.04 | 8.915 *** | 5.75 | 23.157 *** |
Success | 5.07 | 1.66 | 1.55 |
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Um, T.; Kim, T.; Chung, N. How does an Intelligence Chatbot Affect Customers Compared with Self-Service Technology for Sustainable Services? Sustainability 2020, 12, 5119. https://doi.org/10.3390/su12125119
Um T, Kim T, Chung N. How does an Intelligence Chatbot Affect Customers Compared with Self-Service Technology for Sustainable Services? Sustainability. 2020; 12(12):5119. https://doi.org/10.3390/su12125119
Chicago/Turabian StyleUm, Taehyee, Taekyung Kim, and Namho Chung. 2020. "How does an Intelligence Chatbot Affect Customers Compared with Self-Service Technology for Sustainable Services?" Sustainability 12, no. 12: 5119. https://doi.org/10.3390/su12125119