ARTIFICIAL INTELLIGENCE-MACHINE LEARNING (AI-ML) TECHNOLOGY AND CUSTOMER MANAGEMENT OUTCOMES IN HOSPITALITY ENTERPRISES IN CALABAR METROPOLIS

Abstract

The research evaluates Artificial Intelligence-Machine Learning (AI-ML) technology and customer management outcomes in hospitality enterprises in Calabar Metropolis. The study was conducted to examine the level of correlation between AI-Machine Learning technology and customer segmentation in hospitality enterprises in Calabar Metropolis; and to assess the extent to which AI-Machine Learning technology correlates with customer retention in hospitality enterprises in Calabar Metropolis. The research adopts the survey research design. The study uses primary sources of data. A structured questionnaire was the major instrument for data collection. The study adopts the purposive sampling technique. Cronbach Alpha statistic was used to obtain the value of 0.75 as the instrument reliability ratio. Descriptive and inferential statistics were employed for data analysis. The findings reveal that there is a positive and significant level of correlation between AI-Machine Learning technology and customer segmentation in hospitality enterprises in Calabar Metropolis; AI-Machine Learning technology and customer retention in hospitality enterprises in Calabar Metropolis. The study concludes that AI-Machine Learning (AI-ML) technology significantly correlates with customer management outcomes in hospitality enterprises in Calabar Metropolis. The study recommends among others that hospitality enterprises in Calabar Metropolis should always train and retrain the handlers of AI-ML infrastructures so as to consistently achieve improved customer segmentation in the corporate entities; and management of hospitality firms in Calabar Metropolis need to periodically update their AI-ML software and hardware so as to evade system failure while boosting customer retention in the going concerns.