How Chatbot negative experiences damage consumer-brand relationships in hospitality and tourism? A mixed-method examination

IF 9.9 1区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

International Journal of Hospitality Management Pub Date : 2024-12-26 DOI:10.1016/j.ijhm.2024.104076

Mudassir Husnain , Qingyu Zhang , Muhammad Usman , Khizar Hayat , Khuram Shahzad , Muhammad Waheed Akhtar

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引用次数: 0

Abstract

Amid rising AI-powered chatbot adoption in hospitality and tourism, this study explores how chatbot negative experiences shape brand hate and outcomes. Drawing upon stimulus-organism-response theory, we examine brand irritation, brand-indistinctiveness, and consumer helplessness as antecedents of brand hate, desire for detachment-(DD), and desire to participate in online firestorms-(OF) as coping responses/outcomes. The moderating role of negative affectivity on brand hate and its antecedents is examined. This research adopts a mixed-method approach, comprising interviews with 34 users and data collection from 484 Chinese participants. The results established the role of brand hate as a mediator between irritation, helplessness, and subsequent outcomes. Additionally, negative affectivity is found to moderate the relationships in question significantly. This study contributes to hospitality management, brand management, and chatbot development by enhancing our understanding of consumer experiences in this context. It represents a pioneering effort to integrate negative experiences with chatbots within the framework of consumer brand hate.

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来源期刊

International Journal of Hospitality Management HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

21.20

自引率

9.40%

发文量

218

审稿时长

85 days

期刊介绍： The International Journal of Hospitality Management serves as a platform for discussing significant trends and advancements in various disciplines related to the hospitality industry. The publication covers a wide range of topics, including human resources management, consumer behavior and marketing, business forecasting and applied economics, operational management, strategic management, financial management, planning and design, information technology and e-commerce, training and development, technological developments, and national and international legislation. In addition to covering these topics, the journal features research papers, state-of-the-art reviews, and analyses of business practices within the hospitality industry. It aims to provide readers with valuable insights and knowledge in order to advance research and improve practices in the field. The journal is also indexed and abstracted in various databases, including the Journal of Travel Research, PIRA, Academic Journal Guide, Documentation Touristique, Leisure, Recreation and Tourism Abstracts, Lodging and Restaurant Index, Scopus, CIRET, and the Social Sciences Citation Index. This ensures that the journal's content is widely accessible and discoverable by researchers and practitioners in the hospitality field.