Purpose: Previous research into online reviews in the hospitality industry has focused mainly on big companies; thus, it is not yet known whether its findings apply also to small and medium enterprises (SMEs), the most abundant in the sector. Focusing on online reviews in the hospitality sector, this study aims to analyse whether firm size moderates the relationship between online review valence and customer responses.
Design/methodology/approach: This study uses a 2 (positive vs negative online review) × 2 (SME vs big company) experimental research design conducted in two hospitality settings, hotels and restaurants.
Findings: The impact of online reviews on customer responses is less intense for smaller hospitality companies.
Originality/value: This study incorporates firm size as a moderator of the relationship between online review valence and customer responses in two hospitality settings, restaurants and hotels.

The use of artificial intelligence‐based devices, such as smart speakers, is rising in frontline services, as such devices can perform several tasks for customers. However, little is known about customer responses to interactions with smart speakers that occur during service encounters. This research encompasses three studies intended to enhance our currently scarce knowledge of how customers respond to interactions with smart speakers during service encounters. Focusing on the hospitality industry, the first study shows that smart speakers improve evaluations of the hotels that use them in terms of customer ratings and positive affects. The second study demonstrates that automated social presence and psychological ownership feelings are key mechanisms that explain the development of valuable customer responses. The third study, which uses virtual reality, suggests that better actual behaviors are exhibited by people who appreciate the incorporation of smart speakers into services. Thus, the findings indicate that smart speakers improve service experiences, especially if used to carry out hedonic tasks usually performed by employees.

Objetivo: Este artículo tiene como objetivo entender cómo la utilidad percibida de los Asistentes de Voz (AV) se ve afectada por la calidad percibida del proceso (interacción) y el resultado (información). Asimismo, busca determinar hasta qué punto la utilidad percibida de los AVs mejora la privacidad percibida asociada con su uso y, consecuentemente, la intención de los usuarios de seguir utilizándolos. La innovación tecnológica se incluye como moderador personal para comparar los resultados entre innovadores tecnológicos y no tecnológicos. Para este propósito, utilizamos la Teoría de Usos y Gratificaciones (U&GT).

Diseño
Se realizó una encuesta a 467 usuarios de AVs, y se utilizó la modelización de ecuaciones estructurales (SEM) para analizar los datos.

Resultados
La calidad del proceso y la calidad del resultado son antecedentes claros de la utilidad percibida de los AVs, que afecta a la intención de los usuarios de seguir usándolos. La influencia de ambos factores difiere entre usuarios según su nivel de innovación tecnológica. Los resultados muestran que los innovadores tecnológicos valoran más la experiencia interactiva y la calidad del proceso, mientras que los no innovadores tecnológicos se enfocan en obtener respuestas satisfactorias de los AVs. Además, la influencia positiva de la utilidad percibida en la privacidad percibida es más pronunciada en los innovadores tecnológicos.

Originalidad
Este estudio enriquece la literatura sobre la utilidad percibida de los AVs dentro del marco de la U&GT. Identifica dos factores previos (calidad del proceso y calidad del resultado) de la utilidad percibida y observa diferencias significativas basadas en la innovación tecnológica., Purpose: This paper aims to understand how the perceived usefulness of voice assistants (VAs) is affected by the perceived quality of the process (interaction) and the outcome (information). The authors also aim to determine the extent to which the perceived usefulness of VAs improves the perceived privacy associated with their use and increases users’ intention to continue using them. Consumer technology innovativeness is included as a personal trait moderator, to compare the results between tech and nontech innovators. For this purpose, the authors use the framework of the uses and gratifications theory (U&GT).
Design/methodology/approach: A survey of 467 VA users was conducted and structural equation modeling was used to analyze the data.
Findings: The authors identify two main determinants of the perceived usefulness of VAs that influence users’ intention to continue using this technology, process quality and outcome quality. These two factors influence the continued use of VAs in different ways depending on the technology innovativeness of the consumers. The results show that tech innovators are oriented toward the interactive experience, and therefore, mainly value the process quality. In addition, nontech innovators are oriented toward a satisfactory response from VAs, and therefore, primarily value the outcome quality. In addition, the positive effect of perceived usefulness on perceived privacy is higher for tech innovators.
Originality/value: This study enhances the literature on the perceived usefulness of VAs within the framework of U&GT. It identifies two antecedents (process quality and outcome quality) of perceived usefulness and observes significant differences based on technological innovativeness., AI-SERVICES PID2020-113561RB-I00 is funded by MCIN/AEI/10.13039/501100011033. Also, this
work is part of the project PID2019-108554RB-I00, funded by AEI 10.13039/501100011033.