Chatbots e satisfação dos clientes no setor hoteleiro de uma província peruana
DOI:
https://doi.org/10.35622/Palavras-chave:
chatbots, hotelaria, inteligência artificial, satisfação do cliente, setor terciárioResumo
A interação na indústria turística mundial está sendo transformada pelo crescimento dos chatbots e da inteligência artificial. O estudo atual examina a conexão entre a satisfação do cliente e o uso de chatbots no setor hoteleiro de Tarma, Peru, com o objetivo de apoiar sua implementação como criadores de valor. Com uma abordagem correlacional, não experimental e quantitativa, foram obtidas informações por meio de pesquisas direcionadas a pessoas que utilizam serviços hoteleiros. Os resultados indicam que a simples aplicação da tecnologia não garante uma melhoria significativa na experiência do cliente. No entanto, foi encontrada uma relação direta e positiva entre a facilidade de uso do sistema e a reação emocional do usuário. Determina-se que o sucesso desses sistemas se baseia em três elementos essenciais: a confiabilidade do chatbot, a qualidade do design e, sobretudo, a facilidade de uso. A pesquisa fornece evidências de que a facilidade de interação é um ativo estratégico essencial para a fidelização; assim, as empresas devem priorizar interfaces intuitivas para transformar a tecnologia em uma verdadeira vantagem competitiva dentro do setor.
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Copyright (c) 2026 Jessica Leyva-Rojas, Virginia Leyva-Rojas (Autor/a)
Este trabalho está licenciado sob uma licença Creative Commons Attribution 4.0 International License.
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