The influence of customer trust and artificial intelligence on customer engagement and loyalty – The case of the home-sharing industry

Ying Chen; Catherine Prentice; Catherine Prentice; Catherine Prentice; Scott Weaven; Aaron Hisao

doi:10.3389/fpsyg.2022.912339

Frontiers in Psychology (Aug 2022)

The influence of customer trust and artificial intelligence on customer engagement and loyalty – The case of the home-sharing industry

Ying Chen,
Catherine Prentice,
Catherine Prentice,
Catherine Prentice,
Scott Weaven,
Aaron Hisao

Affiliations

Ying Chen: Department of Marketing, Griffith Business School, Griffith University, Brisbane, QLD, Australia
Catherine Prentice: Department of Marketing, Griffith Business School, Griffith University, Brisbane, QLD, Australia
Catherine Prentice: School of Business, University of Southern Queensland, Toowoomba, QLD, Australia
Catherine Prentice: Staffordshire Business School, Staffordshire University, Stoke-on-Trent, United Kingdom
Scott Weaven: Department of Marketing, Griffith Business School, Griffith University, Brisbane, QLD, Australia
Aaron Hisao: Griffith Institute for Tourism, Griffith Business School, Griffith University, Brisbane, QLD, Australia

DOI: https://doi.org/10.3389/fpsyg.2022.912339
Journal volume & issue: Vol. 13

Abstract

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Trust is an essential factor in online and offline transactions. However, the role of customer trust has received limited attention in the home-sharing economy. Drawing on the revised stimulus organism response model and trust transfer theory, this paper examines how customer trust in home-sharing hosts and platforms affects customer relationships, manifested in customer engagement and loyalty. As artificial intelligence (AI) is extensively utilized within home-sharing platforms to facilitate business operations and enhance the customer experience, this study also examines the influence of AI on customer trust and other related outcomes. The research was undertaken in China, with respondents who had used home-sharing platforms. Results from structural equation modeling show that customer trust had a significant positive relationship with customer engagement and loyalty. Customer engagement mediates the relationship between trust and loyalty, while AI may have a negative moderating effect between host trust and customer engagement and customer engagement and loyalty. The paper contributes to marketing, sharing economy and AI research. The work has implications for practitioners offering suggestions to develop marketing strategies for business growth and sustainability.

Published in Frontiers in Psychology

ISSN: 1664-1078 (Online)
Publisher: Frontiers Media S.A.
Country of publisher: Switzerland
LCC subjects: Philosophy. Psychology. Religion: Psychology
Website: https://www.frontiersin.org/journals/psychology

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