Purpose

A growing number of international travellers have influenced how hotels manage their customer satisfaction reviews and ratings. This study examines the influence of knowledge sharing on employee service quality and customer satisfaction in the hotel industry. Another purpose of this study is to investigate the moderating effect of artificial intelligence (AI) system quality on the relationship between knowledge sharing on employee service quality and customer satisfaction.

Design/methodology/approach

The research design was developed using the positivism approach and quantitative method. Data were collected via a self-administered survey from Vietnamese hotels that used AI systems in employees' work tasks. Three hundred and fifty pairs of questionnaires for frontline employees and customers were collected and used for the data analysis. Structural equation modelling was accessed to examine the framework model.

Findings

This research shows that the increase of knowledge sharing behaviours significantly influenced customer perceptions of employees' service quality. Furthermore, employee service quality positively affected customer satisfaction. An indirect impact of knowledge sharing on customer satisfaction via employee service quality was found. AI system quality moderated the effect of knowledge sharing on employee service quality whereby the higher the AI system quality, the stronger the impact of knowledge sharing on employee service quality. Therefore, a moderated mediation of employee service quality was found in examining the relationship between knowledge sharing and customer satisfaction.

Research limitations/implications

This study's findings direct hotel knowledge management and marketing strategies to attract international customers. The study provides hotel managers with directions to increase customer satisfaction to create a competitive advantage in international marketing strategies.

Originality/value

This study's distinctive contribution lies in examining the phenomenon of employee service quality at the intersection of knowledge sharing and customer satisfaction and the use of AI systems from an emerging market context. Furthermore, the moderation role of AI quality has rarely been explored.

中文翻译：

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知识共享对员工服务质量的影响：人工智能的调节作用

目的

越来越多的国际旅行者影响了酒店管理客户满意度评论和评级的方式。本研究探讨了知识共享对酒店业员工服务质量和客户满意度的影响。本研究的另一个目的是研究人工智能 (AI) 系统质量对知识共享对员工服务质量和客户满意度之间关系的调节作用。

设计/方法/方法

研究设计是使用实证方法和定量方法开发的。数据是通过对在员工工作任务中使用人工智能系统的越南酒店进行的一项自我管理调查收集的。收集了针对一线员工和客户的问卷350份，用于数据分析。访问结构方程模型以检查框架模型。

发现

本研究表明，知识共享行为的增加显着影响了顾客对员工服务质量的感知。此外，员工服务质量对客户满意度有积极影响。发现知识共享通过员工服务质量间接影响客户满意度。人工智能系统质量调节了知识共享对员工服务质量的影响，人工智能系统质量越高，知识共享对员工服务质量的影响越强。因此，在检验知识共享与客户满意度之间的关系时，发现了员工服务质量的调节中介作用。

研究限制/影响

本研究的结果指导酒店知识管理和营销策略以吸引国际客户。该研究为酒店经理提供了提高客户满意度的方向，从而在国际营销战略中创造竞争优势。

原创性/价值

本研究的独特贡献在于检查知识共享和客户满意度交叉处的员工服务质量现象以及新兴市场环境中人工智能系统的使用。此外，很少有人探讨人工智能质量的调节作用。