Authors :
Hazel A. Trapero; Joel P. Ilao
Volume/Issue :
Volume 7 - 2022, Issue 8 - August
Google Scholar :
https://bit.ly/3IIfn9N
Scribd :
https://bit.ly/3xsWlBd
DOI :
https://doi.org/10.5281/zenodo.7089640
Abstract :
The Airline Industry is challenged to adopt a
new technological innovation to deliver products and
services and skillfully manage digital innovation to
improve direct channel functions. One is the use of a
chatbot for customer services. However, its modernity
leads to difficulty in assessing its effectiveness. Thus,
this study investigated whether the chatbots in the
Airline Industry acknowledge the travelers’ actual
needs based on the Filipino air travelers’ experiences.
Based on the results, the chatbots were not that wellused because they cannot yet handle transaction
complexity. Nevertheless, as they are still developing,
the chatbots’ features and capabilities will still be
improved over time since they are continuously learning
to handle complicated tasks and inquiries from air
travelers. Therefore, airline companies should improve
their features and capabilities to improve the air
travelers’ experience in accomplishing travel-related
transactions.
Keywords :
Organizational business model, technological innovation, chatbot experience, chatbots in the Airline Industry, UTAUT2
The Airline Industry is challenged to adopt a
new technological innovation to deliver products and
services and skillfully manage digital innovation to
improve direct channel functions. One is the use of a
chatbot for customer services. However, its modernity
leads to difficulty in assessing its effectiveness. Thus,
this study investigated whether the chatbots in the
Airline Industry acknowledge the travelers’ actual
needs based on the Filipino air travelers’ experiences.
Based on the results, the chatbots were not that wellused because they cannot yet handle transaction
complexity. Nevertheless, as they are still developing,
the chatbots’ features and capabilities will still be
improved over time since they are continuously learning
to handle complicated tasks and inquiries from air
travelers. Therefore, airline companies should improve
their features and capabilities to improve the air
travelers’ experience in accomplishing travel-related
transactions.
Keywords :
Organizational business model, technological innovation, chatbot experience, chatbots in the Airline Industry, UTAUT2
