Opportunities and Challenges of Technology Adoption in Customer Service in the Hotel Industry - A Conceptual Study

Abstract

The hospitality industry is facing a pervasive technological paradigm shift driven by Artificial intelligence (AI) and automatic communication tools like chatbots. This study examines the role of chatbots and technology in improving personalized guest experience and operational efficiency through literature review. Even though the chatbots improve the customer satisfaction significantly there are also challenges in this regard such as job replacement, data privacy and lacking mechanical empathy. The study concludes that achieving the sustainable digital modernisation and for being a market leader organisation must adopt the dual service framework.