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Purpose This study aims to investigate the impact of AI chatbots on customer trust in AI chatbots for hotel services. Design/methodology/approach The probability sampling method was employed to develop a research sample. The research uses correlation analysis and structural equation modeling to...
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In the era of digitization and technical breakthroughs, artificial intelligence (AI) has progressively found its way into the field of customer relationship management (CRM), bringing benefits as well as difficulties to businesses. AI, particularly in the context of CRM, employs machine learning...
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