The Reputation Quotient: Evaluating the Impact of Chatbots on the Online Image of Star-Rated Hotels

The advancement of information and communication technologies has encouraged luxury hotels to embrace service delivery innovations, with chatbots emerging as a crucial technical achievement. The competitive integration of chatbots has been encountered in the Indonesian Star-rated Hotels market. Despite varying levels of acceptance, its features include sales, front office, reservations, and food and beverages, demonstrating the industry's recognition of chatbot technology as a competitive demand. This quantitative study focuses on 3, 4, and 5-star hotels in Jakarta that use chatbots in the Reservation and Concierge Section. This study using random sampling technique to target customers who use chatbot services. SEMPLS studies of survey data intends to explicate the influence of chatbots on star-rated hotels, providing insights into chatbot effectiveness in improving customer service and changing hotel reputation. The result showed that Chatbots services and Customer Satisfaction influencing Star-Rated Hotel Reputation.