The Effect of Perceived Convenience, Personalization and Improvement of Service Quality on Consumers' Experience of Artificial Intelligence in the Tourism Industry
Subject Areas : Technology Transfer and Commercialization of Researches
Yazdan Shermohammadi
1
*
,
Aghazadeh Mohadeseh
2
1 - Associate Professor, Department of Business Administration, Payam Noor University, Tehran, Iran
2 - PhD student, Tourism Management, Science and Culture University, Tehran, Iran
Keywords: Artificial Intelligence, Consumer Behavior, Personalization, Quality Improvement, Customer.,
Abstract :
The contemporary world is changing very fast. Private and public companies, as one of the most obvious features of societies, are changing and evolving at a high speed. In the current situation, improving customer satisfaction is one of the goals of active companies, especially tourism companies. As a result, examining the factors affecting it can be a guide for managers in improving the company. The purpose of this research was to explain the impact of perceived convenience, personalization and improvement of service quality on the experience of customers with artificial intelligence through the mediating variables of trust, relationship commitment and perceived sacrifice. This research is an applied research in terms of its purpose, and it is descriptive and descriptive-correlational in terms of data collection. The questionnaire of Amin et al. (2021) was used to collect information on the variables of perceived convenience, personalization, improvement of service quality, customer experience with artificial intelligence, trust, commitment to the relationship, and perceived dedication. The statistical population of the current research was all the tourists of Tabriz city who made reservations or received information about the tourism industry through the use of online programs in 1401. Using Cochran's formula, the statistical sample of the research was 384 people. Using structural equations and Smart PLS3 software, the validity of the research hypotheses was tested and the findings indicate a significant positive effect of perceived convenience, personalization and quality improvement on trust, commitment to the relationship and perceived .
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