AI Chatbot Service Quality, Guest Trust, and Revisit Intention in Hotel Front Office Operations: The Mediating Role of Guest Satisfaction

AI chatbots are increasingly embedded in hotel front office operations to support reservation inquiries, check-in information, room-related requests, and guest assistance. While these systems are often introduced to improve service efficiency, their value in hospitality depends on whether guests perceive chatbot-assisted interactions as reliable, trustworthy, and satisfying. This study examines the effect of AI Chatbot Service Quality on Guest Trust, Guest Satisfaction, and Revisit Intention in hotel front office operations. A quantitative survey was conducted with 236 hotel guests who had experience using chatbot-assisted or digital front office services. The data were analyzed using Partial Least Squares Structural Equation Modeling. The findings show that AI Chatbot Service Quality positively influences Guest Trust, Guest Satisfaction, and Revisit Intention. Guest Trust also has a positive effect on Guest Satisfaction and Revisit Intention, while Guest Satisfaction significantly enhances Revisit Intention. Furthermore, Guest Satisfaction mediates the relationship between AI Chatbot Service Quality and Revisit Intention, as well as the relationship between Guest Trust and Revisit Intention. These findings indicate that chatbot-assisted front office services should not be viewed merely as automation tools, but as part of the guest experience system. For hotel managers, the results highlight the importance of designing chatbot services that are accurate, responsive, secure, and aligned with front office service standards. The study contributes to hospitality information systems literature by explaining how AI-enabled service quality strengthens trust, satisfaction, and revisit intention within room division operations.