AI-Enabled Green Hospitality Services and Customer Loyalty: The Sequential Mediating Roles of Service Quality and Green Trust

Despite the growing adoption of AI-enabled green hospitality services, limited research has examined how these services influence customer loyalty through the sequential mediating roles of service quality and green trust. This research investigates the influence of AI-enabled green hospitality services on customer loyalty in Egyptian four- and five-star hotels, mediated sequentially by service quality and green trust. A cross-sectional survey was conducted using convenience sampling, and data were collected from 432 guests staying in four- and five-star hotels in Egypt. The proposed model was analyzed using PLS-SEM. Results indicated that AI-enabled green hospitality services enhance service quality (β = 0.796, p < 0.001), which positively impacts green trust (β = 0.244, p < 0.001). Green trust also showed a positive influence on customer loyalty (β = 0.208, p < 0.001). Both service quality and green trust mediated the relationship between AI-enabled green hospitality services and customer loyalty, both individually and sequentially. The findings also confirmed a significant sequential mediation effect of service quality and green trust in the relationship between AI-enabled green hospitality services and customer loyalty. The study concludes that technological innovation coupled with enhanced service experiences and credible environmental practices increases customer loyalty. Hotels should integrate AI with sustainability initiatives, improve service quality, and communicate environmental commitments transparently to encourage trust and long-term loyalty.