Chatbots and customer satisfaction in the hotel sector of a Peruvian province
DOI:
https://doi.org/10.35622/Keywords:
artificial intelligence, chatbots, customer satisfaction, hospitality, tertiary sectorAbstract
The interaction in the global tourism industry is being reshaped by the growth of chatbots and artificial intelligence. The current study examines the connection between customer satisfaction and the use of chatbots in the hotel sector of Tarma, Peru, with the aim of supporting their implementation as value creators. With a correlational, non-experimental, and quantitative approach, information was obtained through surveys directed at people who use hotel services. The findings indicate that the mere application of technology does not guarantee a significant improvement in the customer experience. However, a direct and positive relationship was found between the system’s ease of use and the user’s emotional response. It is determined that the success of these systems relies on three essential elements: chatbot reliability, design quality, and above all, ease of use. The research provides evidence that ease of interaction is a strategic asset essential for customer loyalty; thus, companies must prioritize intuitive interfaces to turn technology into a true competitive advantage within the sector.
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Copyright (c) 2026 Jessica Leyva-Rojas, Virginia Leyva-Rojas (Autor/a)
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