THE IMPACT OF GENERATIVE AI IN MARKETING MIX, SERVICE QUALITY, AND BRAND IDENTITY TOWARD THAI HOSPITALITY CUSTOMERS’ ENGAGEMENT WITHIN BANGKOK

Abstract

Generative Artificial Intelligence (Generative AI) become crucial technology in managing marketing, customer service, and branding within the organization. This shift is very crucial in the hospitality industry, which is the main driver of the Thai economy. This research aims to understand how effective generative AI can create customer engagement when implemented in hospitality industries’ marketing mix management (through advertising text content, advertising video content, and dynamic pricing), service quality management (through text chatbot, voice chatbot, and virtual conversational assistant), and brand identity creation (through advertising visual marketing, brand persona, and brand mascot). The quantitative CAWI survey is conducted toward 364 Thai respondents age between 18-45 years old, household income more than 13,000 THB, and have used Bangkok’s hospitality services within the last 6 months. Using multiple linear regression under 95% confidence level, the result has shown that advanced form of generative AI implication of marketing mix, service quality management, and brand identity can have significant but limited positive impact on creating customer engagement. While for all regression models, generative AI implementation in the perception of marketing, customer service, and branding variables have significant positive impact for Thai customer engagement (p-value: <0.05), the adjusted R-square of all models are ranged between 7.2-9.6%, meaning that the impact of generative AI is not strong in creating customer engagement. Therefore, many frameworks such as data collection framework, copyright framework, and ethical generative AI adoption should be implemented to create credibility. Human training should also be prioritized for creating the balanced mix of generative AI content with human oversight and ingenuity, which can reduce the content failure and create genuine engagement for the hospitality customers.