Influence of Ease of Use and Trust of Artificial Intelligence on Customer Retention: A Study of Dublin’s Hospitality Industry

Yusuf, Negedu Pius (2024) Influence of Ease of Use and Trust of Artificial Intelligence on Customer Retention: A Study of Dublin’s Hospitality Industry. Masters thesis, Dublin, National College of Ireland.

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Abstract

This research explores the dynamic role of Artificial Intelligence (AI) in shaping customer retention strategies within Dublin’s hospitality sector, focusing on two pivotal factors: the ease of use and trust in AI technologies. Utilizing a quantitative methodology, the study systematically gathers and analyzes data from patrons of various hospitality services across Dublin who interact with AI-driven tools. The objective is to discern how these two elements influence customer decisions to revisit and maintain loyalty to service providers that employ AI technologies.

The findings from the regression analysis provide a robust statistical foundation for understanding the impact of AI on customer retention. The results indicate that ease of use of AI tools explains approximately 41.8% of the variance in customer retention, highlighting the significance of user-friendly interfaces in fostering positive customer experiences. Meanwhile, trust in AI accounts for 45.5% of the variance, underscoring the critical role of reliability and security perceptions in the acceptance and continued use of AI services.

Further examination reveals that while ease of use and trust are significant, they do not fully account for all aspects of customer retention. This gap suggests the influence of other factors such as quality of service, personal interaction, and overall customer satisfaction, which also play substantial roles. This study discusses the interplay between technological attributes and traditional hospitality values, proposing a balanced approach to AI integration that enhances service delivery without compromising the personal touch essential in the hospitality industry.

The research concludes with practical recommendations for stakeholders in the hospitality industry aiming to implement AI technologies. It emphasizes the importance of developing AI systems that are not only technologically advanced but also align closely with user expectations and industry standards. By doing so, businesses can ensure that AI tools enhance, rather than detract from, the customer service experience, thereby boosting customer retention and competitive advantage.

Item Type:	Thesis (Masters)
Supervisors:	Name Email Killian, Michelle UNSPECIFIED
Subjects:	Q Science > QH Natural history > QH301 Biology > Methods of research. Technique. Experimental biology > Data processing. Bioinformatics > Artificial intelligence Q Science > Q Science (General) > Self-organizing systems. Conscious automata > Artificial intelligence H Social Sciences > HF Commerce > Customer Service D History General and Old World > DA Great Britain > Ireland > Dublin H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Hospitality Industry
Divisions:	School of Business > Master of Science in Entrepreneurship
Depositing User:	Ciara O'Brien
Date Deposited:	06 Jun 2025 11:06
Last Modified:	06 Jun 2025 11:06
URI:	https://norma.ncirl.ie/id/eprint/7784

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