Sut Ieng Lei

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About

Sut Ieng Lei is a rising scholar whose research lies at the intersection of artificial intelligence, information services, and consumer behavior within the tourism and hospitality industries. Her work critically examines how emerging technologies reshape customer interactions, with a particular focus on conversational agents—AI-powered, disembodied interfaces that are increasingly replacing traditional service encounters. Lei’s most cited study, “An Integrated Model of Customers’ Intention to Reuse Information Service: What’s New for Conversational Agents?” (2023, 8 citations), pioneers an integrated framework to understand what drives repeat usage of these virtual assistants. By shifting the conversation from embodied robots to disembodied agents, she addresses a significant gap in the literature, offering both theoretical depth and practical insights for businesses seeking to enhance customer engagement. Her 2022 version of the same work (4 citations) further solidifies this contribution. Though early in her career, Lei’s focused exploration of AI adoption in service contexts marks her as a key voice in digital transformation research, with her models poised to guide future studies on human-machine interaction in hospitality.