Implementing artificial intelligence in travel services, customer satisfaction GAP study at Serbian airports

• Published in: Ekonomika (Niš, Serbia) Serbia), 2024, Vol.70 (3), p.1-9
• Main Authors: Ćurčić, Nikola, Grubor, Aleksandar, Jevtić, Boris
• Format: Article
• Language: English
• ISSN: 0350-137X; 2334-9190
• DOI: 10.5937/ekonomika2403001C

AI technologies have significantly transformed various sectors, including travel and airport operations. This research aims to investigate the implications of implementing artificial intelligence (AI) in airport services on passenger satisfaction and overall travel experiences, as well as how AI technology shapes the way airports support passengers throughout their journey. The study conducted empirical research at Serbian airports with a sample size of 668 passengers. Participants provided their attitudes and satisfaction ratings on 10 statements regarding the impact of AI technology implementation in airport services. The findings from regression analysis reveal a high level of AI implementation in airport services, particularly concerning passenger experience and security. However, passengers express less satisfaction with the implementation of chatbots and virtual assistants, AI algorithms, and certain AI tools that do not meet their expectations. Specifically, passengers feel they do not always receive sufficient instant responses, real-time flight information in the case of delays, or effective issue resolution at the analyzed airports. These results contribute valuable insights to the AI literature and offer implications for future implementations of these technologies in industry, marketing, and technology development. Moreover, they can guide managerial practices and investments in future digital technologies aimed at enhancing passenger experience.