THE IMPACT OF AI-SUPPORTED SERVICES ON CUSTOMER EXPERIENCE: A CASE STUDY OF THE HOTEL INDUSTRY IN SERBIA

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Published Jul 10, 2025
https://doi.org/10.69899/limes-plus-en-24212-3193d
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Vol. 20 No. 2-3 (2024): EXPANSION OF ARTIFICIAL INTELLIGENCE

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Stevica Deđanski
Faculty of Social Sciences, FNP, Belgrade, Serbia
Boris Jevtić
Faculty of Computer Science, RAF, Union University Belgrade, Serbia

Abstract

Based on literature and current findings on the potential of digitalisation to enhance service quality models, this research aims to better understand the potential impact of service quality and personalization supported by artificial intelligence technologies on improving customer experience in the hotel industry. Responses from 218 participants from Serbia, who stayed at high-category hotels in Zlatibor, Vrnjačka Banja, and Kopaonik from May to July 2024, were collected. Using a five-point Likert scale and processed via regression analysis, these responses helped determine the significance of these effects. Results of this empirical research indicate that convenience, personalization, and digitalized hotel services leveraging AI technologies have a significant impact as exogenous factors in improving customer experience. This paper contributes to further analyses of new technologies and their potential to improve user interaction with services, as well as understanding the need for increased investments in AI, business modernization, service enhancement, operational capacity expansion, cost reduction, and development in the highly competitive tourism market.

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How to Cite
THE IMPACT OF AI-SUPPORTED SERVICES ON CUSTOMER EXPERIENCE: A CASE STUDY OF THE HOTEL INDUSTRY IN SERBIA. (2025). Limes-plus, 20(2-3), 193-214. https://doi.org/10.69899/limes-plus-en-24212-3193d

How to Cite

THE IMPACT OF AI-SUPPORTED SERVICES ON CUSTOMER EXPERIENCE: A CASE STUDY OF THE HOTEL INDUSTRY IN SERBIA. (2025). Limes-plus, 20(2-3), 193-214. https://doi.org/10.69899/limes-plus-en-24212-3193d

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