Chatbots as a Tool for Improving Service Quality in the Hotel Industry
TL;DR
The study concludes that the greatest effect is achieved through a hybrid service model in which routine operations are automated while complex and emotionally sensitive cases are transferred to employees.
Abstract
The article examines the use of chatbots in the hotel industry in the context of the digital transformation of hospitality. Based on a review of academic literature, the main areas of chatbot application at different stages of the customer journey are systematized, and the advantages, limitations, and organizational conditions for effective implementation are identified. Particular attention is paid to service availability, request processing speed, personalized communication, and employee workload. The empirical part is based on an analysis of 967 guest reviews of an Russian resort hotel. The findings show that most negative comments concern long waiting times, errors in order processing and check-in, and delayed responses to guest requests. A model for implementing a chatbot integrated with the hotel PMS, CRM, and restaurant management systems is proposed. The study concludes that the greatest effect is achieved through a hybrid service model in which routine operations are automated while complex and emotionally sensitive cases are transferred to employees.