The Double-Edged Impact of Generative Artificial Intelligence on Service Innovative Behavior

Abstract

Until now, the relationship between the dependence on generative artificial intelligence (GenAI) and service innovative behaviour has not been described consistently. Drawing on self-regulatory theory, we examined how and when dependence on GenAI promotes or inhibits service innovative behaviour in the hospitality industry. A three-wave lagged survey was adopted from five hotels. Path analysis found that GenAI dependence promotes service innovative behaviour through decreasing affective rumination; this beneficial indirect path is amplified by employees’ neuroticism: it is stronger for employees exhibiting high neuroticism than those exhibiting low levels; GenAI dependence inhibits service innovative behaviour through decreasing problem-solving pondering; this unfavourable indirect path is buffered by employees’ conscientiousness: it is weaker for employees with high rather than low conscientiousness. This exploration of when and how the use of GenAI promotes or inhibits proactive service behaviour broadens the understanding of the consequences of GenAI dependence in the hospitality management area.

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