Abstract:
In the hospitality sector employees confront demanding customers and difficult situations so
stress and burnout is a common issue in the workplace that affects the well-being of front-line
employees in the hospitality sector. There is a need for identifying such customer behaviours
that create stress among frontline employees and affect their mental health. In hospitality
sector the rude behaviour of customers is a reason of employee stress and dis-satisfaction.
Customer failure is one of the main reasons that employees at front-line in the hospitality
sector are facing stress and burnout conditions. The purpose of this study is to explore
customer failure, its types, and its effect on front-line employees and how Artificial
Intelligence can play its role in minimizing this customer failure, in turn decreasing stress
level of front-line employees which is the reason of employee burnout conditions. By using
the abductive approach with non-probability sampling technique the findings of this study are
based on qualitative data collected from 35 face-to-face interviews with front-line employees
in the hospitality sector of Pakistan. The study explores how customer failure is contributing
to the stress level and burnout conditions of employees in the hospitality sector. The
outcomes of the study reveal the importance of Artificial Intelligence as a tool that can reduce
the effects of customer failure and can help front-line employees to manage stressful
situations. Fewer studies are conducted about the stress and burnout conditions of front-line
employees in the hospitality sector; moreover the integration of Artificial Intelligence in
managing employee stress and burnout conditions is the uniqueness of this study. Through
the academic contribution and findings of this study the policymakers and practitioners will
get help to develop policies to ensure the well-being and job satisfaction of the employees in
the hospitality sector. This study provides valuable implications for the hospitality industry,
which can help develop strategies to improve employee well-being and satisfaction with the
job.
