View article

This research examined the impact of artificial intelligence (AI) systems on customer experience and brand preference in the hospitality and tourism industry in Ghana. Customer experience was the focal construct of the study. Interaction, information, accessibility and customization were the dimensions that build AI systems. Brand preference, brand loyalty, ethical consideration and purchase decisions represented the consequences of customer experience. This study evaluates how the previously listed constructs interact to provide a positive customer brand experience. Microsoft Forms was used to perform the quantitative study, which had 150 participants. SPSS was used to statistically analyse the quantitative research. The study revealed that, a positive and significant relationship exists between customer brand experience (BE) and information system (FS); brand preference (BP); brand loyalty (BL) which …