Yapay Zekâ Tabanlı Sohbet Robotlarında Hizmet Kalitesi, Memnuniyet ve İtibar İlişkisi (The Relationship Between Service Quality, Satisfaction, and Reputation in AI-Based Chatbots)

Gaye DENİZ; Şule ARDIÇ YETİŞ; Neşe YILMAZ; Aybüke ÖZSOY ERASLAN; İrem YILDIRIM; İlker ÖZTÜRK; Abdulkadir ŞEKER; Murat TOKER

doi:10.63556/jotags.2026.1863

Authors

Gaye DENİZ
Şule ARDIÇ YETİŞ
Neşe YILMAZ
Aybüke ÖZSOY ERASLAN
İrem YILDIRIM
İlker ÖZTÜRK
Abdulkadir ŞEKER
Murat TOKER

DOI:

https://doi.org/10.63556/jotags.2026.1863

Keywords:

Artificial intelligence, Online travel responses, Service quality, Satisfaction, Corporate reputation

Abstract

This study examines the mediating role of corporate reputation in the effect of tourists’ perceived service quality of travel responses provided by artificial intelligence-based chatbots on satisfaction. Service quality was assessed through accessibility, ubiquity, response accuracy, personalization, ease of use, self-learning, and empathy. Data were collected through an online survey from 241 participants who had used AI-based chatbots in online travel decisions within the previous year. The measurement and structural models were tested using PLS-SEM in SmartPLS 4. The findings indicate that perceived service quality has significant and strong effects on both corporate reputation and satisfaction. Corporate reputation was also found to partially mediate the relationship between service quality and satisfaction. The model explained 69.9% of the variance in satisfaction and 59.4% in corporate reputation. The results show that accurate, personalized, and reliable chatbot responses strengthen corporate reputation and increase tourist satisfaction, offering theoretical and managerial implications for tourism businesses.

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