Although Artificial Intelligence (AI) has been gradually introduced to various industries, research on customer attitudes and behavior toward the use of AI is still in its infancy. Underpinned by flow theory and social identity theory, the current research aims to examine the influence of AI on the customer experience of flow, customer-brand identification and customer advocacy. In addition, it is suggested that employee responsiveness moderates the effect of AI quality on flow and customer-brand identification. A paper-based survey was used to collect data from 350 guests from hotels in Vietnam. The findings indicate that AI information currency and system flexibility are significantly related to flow whereas AI system timeliness is the only dimension that significantly affects customer-brand identification. Flow and customer-brand identification significantly mediates the relationship between AI quality and customer advocacy. Besides, as the level of employee responsiveness decreases, the effect of AI system reliability on customer-brand identification is more significant. This study extends the current body of knowledge in relation to the role of AI in the development of service experience and the relationship between customers and an organization. The findings make a compelling case for hotels to invest in AI tools in order to respond to customer expectations and improve their perception of hotel services.

中文翻译：

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人工智能质量对客户体验和品牌关系的影响

尽管人工智能（AI）已逐渐被引入各个行业，但关于客户对使用人工智能的态度和行为的研究仍处于起步阶段。目前的研究以心流理论和社会认同理论为基础，旨在检验人工智能对客户心流体验、客户品牌识别和客户拥护的影响。此外，建议员工响应能力调节人工智能质量对流程和客户品牌识别的影响。一项纸质调查用于收集来自越南酒店的 350 名客人的数据。研究结果表明，人工智能信息货币和系统灵活性与流量显着相关，而人工智能系统及时性是唯一显着影响客户品牌识别的维度。流量和客户品牌识别显着调节了人工智能质量和客户拥护度之间的关系。此外，随着员工响应水平的降低，人工智能系统可靠性对客户品牌识别的影响更为显着。本研究扩展了当前与人工智能在服务体验发展中的作用以及客户与组织之间的关系相关的知识体系。这些发现为酒店投资人工智能工具以响应客户期望并改善他们对酒店服务的看法提供了一个令人信服的理由。本研究扩展了当前与人工智能在服务体验发展中的作用以及客户与组织之间的关系相关的知识体系。这些发现为酒店投资人工智能工具以响应客户期望并改善他们对酒店服务的看法提供了一个令人信服的理由。本研究扩展了当前与人工智能在服务体验发展中的作用以及客户与组织之间的关系相关的知识体系。这些发现为酒店投资人工智能工具以响应客户期望并改善他们对酒店服务的看法提供了一个令人信服的理由。