An Expert Survey for the Evaluation of 5G Adoption in Bangladesh

Islam, Md. Zahirul; Rahim, Md. Abdur; Salahuddin, M.; Galib, Syed Md.; Khondoker, Rahamatullah

doi:10.1007/978-3-031-28694-0_43

Cited by 1 publication

(1 citation statement)

References 16 publications

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“…Firstly, when it comes to the hospitality industry in the South Asian context, it is very competitive, dynamic and unpredictable. The use of AI is still in its infancy stage, but these regions are moving to more digitalized service industry (Islam et al, 2023), for example, the recent use of robots in food industry (Bappy and Avi, 2021) and the rise in AI uses in the service industry. In line with these shifts, the hospitality industry needs to understand the perception of guest before adopting AI and associated technologies to provide better service to guests.…”

Section: Introductionmentioning

confidence: 99%

Consumer attitude toward using artificial intelligence (AI) devices in hospitality services

Bhuiyan,

Ahmed,

Jahan

2024

JHTI

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PurposeThe study investigates the consumer’s attitude to using artificial intelligence (AI) devices in hospitality service settings considering social influence, hedonic motivation, anthropomorphism, effort expectancy, performance expectancy and emotions.Design/methodology/approachThis study employed a quantitative methodology to collect data from Bangladeshi consumers who utilized AI-enabled technologies in the hospitality sector. A total of 343 data were collected using a purposive sampling method. The SmartPLS 4.0 software was used to determine the constructs' internal consistency, reliability and validity. This study also applied the partial least squares structural equation modeling (PLS-SEM) to test the research model and hypotheses.FindingsThe finding shows that consumer attitude toward AI is influenced by social influence, hedonic motivation, anthropomorphism, performance and effort expectancy and emotions. Specifically, hedonic motivation, social influence and anthropomorphism affect performance and effort expectations, affecting consumer emotion. Moreover, emotions ultimately influenced the perceptions of hotel customers' willingness to use AI devices.Practical implicationsThis study provides a practical understanding of issues when adopting more stringent AI-enabled devices in the hospitality sector. Managers, practitioners and decision-makers will get helpful information discussed in this article.Originality/valueThis study investigates the perceptions of guests' attitudes toward the use of AI devices in hospitality services. This study emphasizes the cultural context of the hospitality industry in Bangladesh, but its findings may be reflected in other areas and regions.

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Section: Introductionmentioning

confidence: 99%