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Examining the Effect of AI Innovations on Consumer Experience by Mediating the Role of Competitive Advantage in the Case of Eco Hotels in Ethiopia
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Author(s): Tafese Niguse (Bule Hora University, Ethiopia), Shashi Kant (Bule Hora University, Ethiopia)and Kenasa Kebede (Bule Hora University, Ethiopia)
Copyright: 2025
Pages: 28
Source title:
AI Innovations for Customer Experience Optimization in the Service Sector
Source Author(s)/Editor(s): Mourad Aarabe (Sidi Mohamed Ben Abdellah University, Morocco), Nouhaila Ben Khizzou (Sidi Mohamed Ben Abdellah University, Morocco), Lhoussaine Alla (Sidi Mohamed Ben Abdellah University, Morocco)and Ahmed Benjelloun (Sidi Mohamed Ben Abdellah University, Morocco)
DOI: 10.4018/979-8-3373-0918-7.ch009
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Abstract
The study investigates the impact of Artificial Intelligence (AI) advances on both competitive advantage and guest experiences at environmentally responsible hotels. Through quantitative analysis we studied the relationships between these constructs and identified competitive advantage as a mediating factor. The quantitative analysis indicates AI innovations have a direct positive effect on consumer experience at 0.40 while their indirect influence through competitive advantage is measured at 0.45 resulting in a total effect of 0.85. The data indicates strategic alignment of AI developments with competitive advantages leads to substantial improvements in customer satisfaction. Eco hotels should direct their efforts towards implementing AI technologies and showcasing their unique offerings while consistently monitoring these technological developments for success. Theoretical implications deepen understanding of technology's role in hospitality while practical suggestions provide actionable strategies for managers.
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