| Abstract [eng] |
91 pages (excluding appendices), 25 figures, 12 tables, 115 references. The main aim of this Master’s thesis is to evaluate the impact of customer service process automation on customer loyalty, taking into account the significance of perceived effort, customer satisfaction, and trust in services. The thesis consists of three main parts: literature analysis, empirical research and analysis of the research results, conclusions and recommendations. After conducting the literature review, the author developed the empirical research methodology and questionnaire designed to evaluate the impact of customer service process automation on customer loyalty in the tourism sector. The study involved 355 respondents with experience using automated customer service systems. The questionnaire aimed to evaluate customer service process automation, perceived effort, customer satisfaction, trust, and customer loyalty. The research data were statistically processed using IBM SPSS 22 software. Cronbach’s alpha coefficient was used to assess the reliability of the scales, with all values exceeding 0.7. Descriptive statistics, Student’s t-test, Pearson’s correlation coefficient, and linear regression analysis were applied to test the research hypotheses. The research results revealed that customer service process automation is statistically significant and positively associated with customer loyalty in the tourism sector. The findings showed that lower perceived effort, higher satisfaction, and greater trust in automated systems are associated with stronger customer loyalty. It was also found that younger consumers and those who use automated customer service systems more frequently evaluate them more positively and demonstrate higher loyalty towards tourism organizations implementing automated customer service systems. The regression analysis further revealed that customer service process automation has a statistically significant positive effect on customer loyalty (p < 0.01), while the strongest impact on customer loyalty is exerted by the fulfilment, security, and privacy aspects of automated customer service systems (p < 0.01). In the conclusions and recommendations section, based on the findings of the literature review and empirical research, insights are provided regarding the importance of customer service process automation for customer loyalty in the tourism sector. The author believes that the research results may be beneficial for tourism sector organizations seeking to improve automated customer service systems, reduce customers’ perceived effort, strengthen customer satisfaction and trust, and enhance customer loyalty. |
