Man vs. machine: exploring the impact of artificial intelligence adoption on employees' service quality

Document Type : Original Article

Authors

Faculty of Tourism and Hotels, Fayoum University

Abstract

Robots (R), Artificial intelligence (AI), and Service Automation (SA) (RAISA) technologies are seriously applied in the tourism and hospitality industry around the globe, this field of study is gaining traction; however, this topic has received little attention in the Egyptian tourism and hospitality industries. This research tries to develop a practical understanding of the positive and adverse employee due to artificial intelligence (AI) adoption in the Egyptian hotel sector. As a result, there is a dearth of research on artificial intelligence and employee performance in the hotel sector; data were gathered from managers and employees working in five-star hotels in greater Cairo, Egypt. While primary data was gathered through an empirical study conducted by questionnaire strategy on a convenience sample of employees and managers in hotels, secondary data was gathered from studies related to artificial intelligence and employee performance, and the data were analyzed using frequencies and descriptive analysis. Finally, using SPSS version 25, simple linear regressions were used to examine the effect. The results indicate that the adoption of AI has significant negative consequences, with information safety, data secrecy, drastic changes caused by digital transformations, and job risk and insecurity brewing in the employee psyche. This is followed by a list of causes that have a positive impact, such as job-related flexibility and autonomy, creativity and innovation, and overall job performance improvement. This research makes the unique contribution of factors constituting unintended consequences, and positive impacts creators (among employees) of AI deployment in the hotel sector. This research may be considered one of the few studies that debate the influence of artificial intelligence on employee performance in the hotel sector.

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