Exploring User Acceptance, Experience and Satisfaction towards Chatbots in An Online Travel Agency (OTA)
نویسندگان
چکیده
Progressive technological advancement of Artificial Intelligence (AI) such as Chatbots is changing the frontline services within hospitality and tourism industry. Known an automated program that mimics human interaction both via chat or voice assistant with customers, chatbots can be found in numerous service-based websites mobile apps including Online Travel Agency (OTA). User experience a critical factor success for customer service. Despite growing number firms adopting to deliver care, little attention has been paid towards chatbot users’ reactions, particularly from OTA standpoint. Underpinning technology acceptance model (TAM), this paper proposed examination chatbots’ antecedents covering perceived ease use (PEOU), playfulness (PP) usefulness (PU); satisfaction. The outcome study would bring valuable insights academicians practitioners more are evolving rapidly digital business environment.
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ژورنال
عنوان ژورنال: International journal of academic research in business & social sciences
سال: 2023
ISSN: ['2308-3816', '2222-6990']
DOI: https://doi.org/10.6007/ijarbss/v13-i5/17015