Bridging the gap: how psychological and social dynamics influence guest loyalty in AI-driven interactions

Abstract

Purpose In the age of artificial intelligence (AI)-driven service delivery, understanding how guests perceive and trust AI technologies has become essential for fostering loyalty in the hospitality industry. This study aims to examine how psychological factors (perceptions of competence and warmth) and social factors (perceived social presence and a social-oriented communication style) influence guests’ emotional satisfaction and trust in AI-enabled services, thereby affecting guest loyalty. Design/methodology/approach The proposed hypotheses and conceptual framework were rigorously tested and validated using Partial Least Squares Structural Equation Modeling. Quantitative data were collected through a structured self-report survey administered to guests of Egyptian five-star hotels who had direct experience with AI-powered service technologies, ensuring relevance and contextual accuracy for the analysis. Findings The study results indicated that competence and warmth perceptions, perceived social presence and communication style affect emotional satisfaction and trust in AI. Emotional satisfaction and confidence in AI create guest loyalty, among which the trust of guests serves as a key mediator. Attachment anxiety significantly moderates the emotional satisfaction–guest loyalty relationship, enhancing the effect within individuals with higher attachment anxiety. Originality/value From the lens of the Computers as Social Actors theory, the current study advances our understanding of the emotional and cognitive mechanisms behind trust and loyalty in human–AI interactions, emphasizing the need for an individualized approach to AI service design with regard to individual-level variations, such as attachment anxiety.