An Integrated Theory for Chatbot Use in Air Travel: Questionnaire Development and Validation

Airline industry is a major global leader in aviation which has made the world an alluring smaller place with an enormous level of mobility and accessibility. It even provides service to almost every other sector, however, it does not receive significant attention, despite its importance. Moreover, its service quality is an aggregate of different interactions between the customers and airline companies. This drove them to implement new business model to conform to the new competitive atmosphere in the industry whose operation is taking place in a completely globalized environment. Thus, the use of chatbots is one of the avenues to meet this end. However, there is a dearth of standardized and validated instrument that best fit to evaluate the use of chatbots in the airline industry based on the combined set of constructs as identified in the conceptual framework. Thus, this study aims to develop and validate an instrument that will evaluate the adoption of chatbots in a service industry, like the airline industry, as well as its non-adoption. Based on the reliability and internal consistency evaluation, only one item was deleted (PIIT construct) since it has the lowest item-test correlation that caused the reliability coefficient to be less than the suggested value of 0.70. All statements in each of the constructs had positive signs, thus, were not reversely worded. Lastly, all the scale reliability coefficient or the overall alpha values are way higher than the suggested value, which means that the internal consistency is either acceptable or highly acceptable.