HUMAN-COMPUTER INTERACTION EXPERIENCE AND CUSTOMER LOYALTY IN CHINESE HOTELS: THE MODERATING EFFECT OF BRAND TRUST
Xie Lu1, Yuan Xinying2, Chen ZeYu3, and Johanudin Lahap4*
1,2,4*Faculty of Hotel & Tourism Management, Universiti Teknologi MARA,
42300 Puncak Alam, Selangor, Malaysia
1Wuhan City Polytechnic, 430000 Wuhan, Hubei Province, China
3Faculty of Economics and Management, Universiti Kebangsaan Malaysia,
43600 UKM Bangi, Selangor, Malaysia
1This email address is being protected from spambots. You need JavaScript enabled to view it., 2This email address is being protected from spambots. You need JavaScript enabled to view it.,
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ABSTRACT
In the era of digital transformation, human-computer interaction has become a critical factor in shaping customer experiences and loyalty, particularly in the hospitality industry. This study investigates the relationship between human-computer interaction experiences and customer loyalty in Chinese hotels, with a focus on the moderating role of brand trust. Drawing on the Technology Acceptance Model, the research explores how perceived ease of use and perceived usefulness of human-computer interaction systems influence customer loyalty while considering the impact of brand trust as a moderating variable. Using a quantitative research design, data were collected from 350 hotel guests in China who had interacted with human-computer interaction systems such as mobile apps, chatbots, and self-service kiosks. The findings reveal that human-computer interaction experience significantly enhances customer loyalty, and this relationship is positively moderated by brand trust. Specifically, customers with higher levels of brand trust are more likely to remain loyal despite potential technical issues or usability challenges. The study underscores the importance of user-centric human-computer interaction design, trust-building initiatives, and cultural sensitivity in enhancing customer loyalty in the Chinese hospitality market. These insights offer valuable implications for hotel managers and technology developers aiming to optimize human-computer interaction systems to foster long-term customer relationships.
Keywords: Brand Trust, Customer Loyalty, Hospitality, Human-Computer Interaction, Technology Acceptance Model
Published On: 1 October 2025
