Gaps between customer compatibility and usage intentions: The moderation function of subjective norms towards chatbot-powered hotel apps

This paper highlights to close existing gaps between customer compatibility and usage intentions, with a special emphasis on the moderation function of subjective norms and technology affordance-led compatibility factor in leveraging technology perceptions of usefulness and ease of use to usage intention. Employing Microsoft Form, 626 customers of five-star Egyptian hotels, responded and their responses were checked using SmartPLS v.4. Findings confirmed that perceived usefulness and ease of use partially mediated the significant nexus between customer compatibility with chatbot-powered hotel apps and usage intentions. Moreover, the influence of perceived usefulness is greater on usage intentions when hotel customers have high levels of subjective norms towards chatbot-powered service apps. On the basis of technology’s compatibility, this study offers mutual reinforcement, complementary, and corrective roles for subjective norms and customer compatibility in the hospitality business.