Effects of various attributes of artificial intelligence-based corporate social responsibility on emotional benefits and consumer-helping behaviors within the hospitality industry

This study aimed to develop AI CSR attributes and verify their positive impact on hotel employees. A mixed-method approach, including qualitative and quantitative methodologies, was adopted. Through the qualitative approach, seven AI CSR attributes were developed, and the quantitative approach revealed that these attributes positively influence hotel employees’ customer-friendly behavior. A fuzzy-set qualitative comparative analysis was also performed to identify the critical and sufficient variables for customer-helping behavior. Of the 12 proposed hypotheses, 11 were accepted, successfully explaining the various combinations of causes that affect customer-helping behavior. The findings provide substantial and insightful implications for AI CSR.