A Literature Review: Artificial Intelligence and Customer Satisfaction

This literature review examines the impact of artificial intelligence (AI) on customer satisfaction within the hospitality industry. It synthesizes various perspectives, highlighting both the potential benefits and drawbacks of AI adoption. Some studies suggest that AI enhances personalization, improves service efficiency, and ultimately boosts customer satisfaction through features like chatbots and data-driven insights. However, other research indicates that customers may not always be satisfied with AI-driven interactions, particularly if they lack the human touch. The review concludes that while AI offers opportunities to optimize operations and personalize experiences, careful consideration must be given to balancing technological advancements with the human element to ensure genuine customer satisfaction and maintain profitability in the hospitality sector.

Short Literature Review

TABLE OF CONTENT
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
Literature review on impact of artificial intelligence on the customer satisfaction in the
hospitality industry.......................................................................................................................3
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Artificial intelligence refers to the ability of the computers and the robots that are
controlled by the computer system in order to perform the task that is done by the humans in the
hospitality industry. This reduces the work of the humans in the hotels and increases the profits
of the industry. This literature review is based on the impact of artificial intelligence on the
customer satisfaction in the hospitality industry. It will explain that how the new and innovative
used of artificial intelligence and machine learning to have an impact on the customer's
satisfaction in the hospitality industry.
MAIN BODY
Literature review on impact of artificial intelligence on the customer satisfaction in the
hospitality industry
According to the Yang, Henthorne and George, 2020 it says that the artificial intelligence
is the use of computer and robots instead if humans and that robots used to perform tasks for the
individual. The tasks perform by the robots and computers in order to have the human
intelligence and discernment. This enables the travel and hospitality industry to improves the
personalize services, analyse the users reviews, etc. Personalization makes the guest to have the
good experience and it assures the customers delight. AI helps to create the hyper personalized
campaigns in order to increase the revenues and the customer's retention in the hospitality
industry. Increasing in the number of travellers and the technological changes in the travel and
hospitality industry increases the competition among the hotels. This hospitality is adopting the
modern technology by using the artificial intelligence which makes the work easier.
On the other hand Ruel and Njoku, 2020 it says that, artificial intelligence are the robots
and they used to perform there work worth the help of humans only. The robots and the
computer systems cannot perform without the help of the humans. The artificial intelligence
provides the hospitality industry to enhance the productivity, helps in marketing, increases the
customer experiences and makes the customers to retain. The key drivers of the artificial
intelligence in the hospitality industry are operational efficiency, revenue improvement,
customer experience and have the trustable growth on the market. Having the interactions with
the services used to provide the useful information, enhances the customer perception and it
leads to the customer satisfaction. As in the new era the hospitality industry is using the new and
innovative technologies by having the high degree of sacrificial and machine learning. The

artificial intelligence used to provide the hospitality industry opportunity in order to enhance
marketing, provides customer saris faction, customers experience and increases the retention of
guest in the hotels.
On the other note Cain, Thomas and Alonso Jr, 2019 says that, Artificial Intelligence is
the important factor which has ability in order to offer the invaluable insights that is not
experienced by the hospitality and travel industry previously. In order to make the customers
know about this it will gather and analyse the large amount of information and provide to the
customers to increase the customer satisfaction. The travel and hospitality industry has started
embedding the AI technologies in order to have the customer scarification. AI is also identified
the potential risk which is based on the data patterns and the learning from the past data. As
technology are becoming very important and sophisticated, it has a great impact on the industries
across the globe. The hospitality industry one of the industry which has great rise in order to
adopt the technology. Artificial Intelligence has affected the hospitality industry in the number of
ways. The hotels can have the chatbots services to provide the customer the better guest
experience in the hospitality industry. Having the intelligent hotel that makes the customer
satisfied is the strategy of the hospitality industry and their leaders in order to increase the
profitability of the organization.
According to Mingotto, Montaguti and Tamma, 2021 it evaluates that artificial intelligent
system has a great impact on the hospitality industry. There are different Intelligent system
induced by the technology which includes the Amazing Echo, Alexa, etc. which helps the
hospitality industry to grow in the competitive market. In order to provide the better services and
creates the greater customers experience, it is important for the industry to now about the needs
and wants of the customers in the market. The more the industry know about the people, the
more they will be meeting the expectations of the customers. This industry must have the
window in the life of the customers which helps them to know about the changes in the eds and
expectations of the customers. As hotels are the unique and peaceful place for the visitors and
guest they must be getting the proper facilities with the use of artificial intelligence. As before
entering into the hotels the customers used to check the reviews, availability of rooms, comfort
and amenities of the room on the online channels. As nowadays the customers used to have
proper planning in order to plan their holiday by checking the hotels and other facilities in order
to get satisfied.

In the views of Bounatirou and Lim, 2020 it agues that, Artificial intelligence has a
negative impact on the customer satisfaction in the hospitality industry. The hospitality needs
lots of capital in order to adopt the innovation and have the artificial intelligence. The customers
are although not get satisfied with the working of the robots and other systems in the hotels. The
use of robots in the hotels is not satisfied for the customers, as they cannot give the feedback and
review of the services of hotel to the robots. The use of Artificial intelligence affects the
profitability of the hospitality industry as it requires the large amount of capital in order to have
the robots and computer software in the hospitality industry. But this has some positive views
also as it provides the customer services and the improvements by having the chatbots and robots
in the hospitality industry. The AI has also impacted this industry by using the data analytics and
by having the various other factors.
In the opinion of Koo and et.al., 2021 it says that, AI robots has disrupted the hotel
industry in the very positive way, it establishes the speed and convenience to enhances the
customer satisfaction. Beside having the customer service and satisfaction the hospitality must
also focus on the profitability and productivity. It has also identified the potential operating risk
which is based on the data analytics and the learning from the past patterns. As technology are
becoming very important and sophisticated, it has a great impact on the industries across the
world. The use of AI is currently used in the every area of the tourism and in the hospitality
industry. The improvements in the big data, algorithms and the power of computing makes the
improvements in the enhancements of AI. The influence of the AI has found the way in order to
enter into the hospitality industry. Having the great AI helps the hospitality industry to enhance
and improve the customer experience and decreases the load of the humans in the industry. The
best application of the intelligent factor in the tourism and hospitality industry is the use of
chatbots in order to interact with the customers and guests in the hotels. As the majority of
industry is the hospitality industry, so the AI has a great impact on this sector. This sector used to
focus on the customers only as customers are the only source of profit for them.
In support of this Bulchand Gidumal, 2020 it says that AI is the main source of the
hospitality industry which helps the industry to grow in the competitive market. This makes the
customer satisfied in order to have the involvement in the industry. Having the interactions with
the services used to provide the useful information, enhances the customer experiences and it
makes the customer satisfaction. As customers are the main source of this industry so it is very

important for the industry to satisfy the needs and wants of the customers in the market. This
used to have the proper management of the work in the hospitality industry and increases the
productivity of the industry.
CONCLUSION
From the above Literature review it is concluded about the impact of artificial
intelligence on the customer satisfaction in the hospitality industry. Some customers are more
satisfied with the use of artificial intelligence and some are less satisfied with the working if
robots in the hospitality industry. As humans are not satisfied with the work of the robots and it
may decrease the profitability of the hospitality industry. By evaluating about the Artificial
intelligence it makes the hospitality industry to have fewer employees and increases the
profitability of the industry. As customers are the main source of this industry, so they must
prove the satisfaction to the customers by fulfilling their needs and wants.

REFERENCES
Books and Journals
Bounatirou, M. and Lim, A., 2020. A Case Study on the Impact of Artificial Intelligence on a
Hospitality Company. In Sustainable Hospitality Management. Emerald Publishing
Limited.
Bulchand Gidumal, J., 2020. Impact of artificial intelligence in travel, tourism and hospitality.
Cain, L. N., Thomas, J. H. and Alonso Jr, M., 2019. From sci-fi to sci-fact: the state of robotics
and AI in the hospitality industry. Journal of Hospitality and Tourism Technology.
Koo, C. and et.al., 2021. Artificial intelligence (AI) and robotics in travel, hospitality and
leisure. Electronic Markets. 31(3). pp.473-476.
Mingotto, E., Montaguti, F. and Tamma, M., 2021. Challenges in re-designing operations and
jobs to embody AI and robotics in services. Findings from a case in the hospitality
industry. Electronic Markets. 31(3). pp.493-510.
Ruel, H. and Njoku, E., 2020. AI redefining the hospitality industry. Journal of Tourism Futures.
Yang, L., Henthorne, T. L. and George, B., 2020. Artificial intelligence and robotics technology
in the hospitality industry: Current applications and future trends. Digital
transformation in business and society. pp.211-228.