Moreover, consumers are more likely to expect better service quality provided by human-like service robots (Christou, Simillidou, & Stylianou, 2020; Lin & Mattila, 2021; Qiu et al., 2020; Yoganathan et al., 2021). 2019). Customers affinity to a salesperson is also related to the employee cognitive and affective listening behaviors, as a kind of mutual recognition between both agents of the service encounter (Carlson 2016). Journal of Service Research,20(1), 91-99. In contrast, if robots start to have human-looking external form and features, people may start to feel attached to them (Mori et al. Dispositional attributions have been successfully employed to comprehend how individuals infer firms motivations to introduce service innovations. Therefore, interacting with human-like robots may arouse more cognitive discomfort and ambivalent attitudes for Westerners than for East Asians (Dang & Liu, 2021). 2017), being customers affinity with the robot the key factor to shape their psychological reactions towards this innovation. Finally, human-likeness has a positive influence on affinity. The use of robots can lead to improvements in speed, cost efficiency, and even accuracy. Strategic Management Journal, 37(5), 835854. Impacts of service robots on service quality, Users taking the blame? 2019; Tung and Au 2018), which provides little guidance for decision management. Bhattacherjee, 2001), future research should develop a longitudinal field study that collects data about customers reactions towards frontline robots in the hospitality and tourism industries. https://doi.org/10.1108/TR-07-2018-0097. Lu, L., Cai, R., & Gursoy, D. (2019). We focus on waiter robots operating in restaurants as a prototypical frontline service innovation in hospitality that is taking off in China and other countries around the world (Nguyen 2016; Hospitality and Marketing News 2019). The use of robots is gaining popularity among hotels and other establishments in the hospitality industry. Following previous research on customers attributions toward self-service technology introduction (Nijssen et al.
Robots in service experiences: negotiating food tourism in pandemic Recovery Satisfaction in A Robot Service Failure Context. Belanche Gracia, D., Casal Ario, L. V., & Flavin Blanco, C. (2012). Van Doorn, J., Mende, M., Noble, S. M., Hulland, J., Ostrom, A. L., Grewal, D., et al. In proceedings of the Charleston, SC - Atlantic Marketing Association Conference. So how is the service? Lin, H., Chi, O. H., & Gursoy, D. (2020). Wirtz, J., Patterson, P. G., Kunz, W. H., Gruber, T., Lu, V. N., Paluch, S., et al. They can also help to enhance the guest experience by providing a more personalized service. Indeed, literature on sales management has widely covered how empathy and communication help building affinity between the salesperson and the customer (Smith 1998). Lin, I. Y., & Mattila, A. S. (2021). From check-in to checkout, robots are playing an increasingly important role in the hospitality industry. Literature describing service encounters have found that employees attractiveness and likeability increases customers favorable perceptions in terms of aspects such as expertise and trustworthiness (Ahearne et al. : Effect of robotic chef anthropomorphism on food quality prediction. Cham, Switzerland: Springer. 2017; Qiu et al. https://doi.org/10.1509/jmr.15.0247. Service robots are becoming more and more popular in the hospitality industry. Brave new world: service robots in the frontline. Epley, N., Waytz, A., & Cacioppo, J. T. (2007). In turn, customer recommendations are critical in hospitality and tourism (Alves et al. From India to the US, automated agents as Pepper or Relay are already performing concierge and waiter tasks in hotels and restaurants (Mende et al. All Rights Reserved. Dang, J., & Liu, L. (2021). A growing number of firms in hospitality and tourism industries introduce service robots to reduce their operational costs and to provide customers with enhanced services (e.g. Neither the additional effect in M2 is significant (0.070; p>0.1) nor the 2 difference (2(1)=3.583; p>0.1). 2020). Electronic Markets, 25(3), 179188. The global market for hotel robots is expected to grow from $79 million in 2020 to $338 million by 2025, at a compound annual growth rate (CAGR) of 32.8%, according to a report by MarketsandMarkets. Service robots or human staff: How social crowding shapes tourist preferences. Journal of Travel Research, 0047287520966395. International Journal of Hospitality Management,93, 102795. Zhu, D. H., & Chang, Y. P. (2019). Investigating psychological Effects on Positional Relationships Between a Person and a Human-Following Robot. This eliminates the need to wait in line at the front desk or interact with other humans. According to the RAISA model (Ivanov and Webster 2019) the most direct way to incentive customers adoption of robots in the hospitality and tourism industry is showing them that this innovation is beneficial for both companies (that can save costs) and customers (avoiding poor service quality). Interestingly, they also found that most of the analyzed papers adopted a supply-side, with only one fifth of the studies focusing on the customer side (Ivanov et al. This means that they can cover more shifts and free up human employees for other tasks. Antecedents of Trust and Adoption Intention toward Artificially Intelligent Recommendation Systems in Travel Planning: A HeuristicSystematic Model. The robots are designed to deliver items to guest rooms, including towels, toiletries, and other amenities. (2018). Open Access This article is licensed under a Creative Commons Attribution 4.0 International License, which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons licence, and indicate if changes were made. Wan, L. C., Chan, E. K., & Luo, X. Final measures can be seen in appendix Table 4. Tung, W., & Au, N. (2018). Journal of Service Management, 29(5), 907931. Wirtz, J., Patterson, P. G., Kunz, W. H., Gruber, T., Lu, V. N., Paluch, S., & Martins, A. The role of social influence on adoption of high tech innovations: The moderating effect of public/private consumption. service enhancement and cost reduction motivations). The power of head tilts: Gender and cultural differences of perceived human vs human-like robot smile in service. Google Scholar. Due to its efficiency and expansion in many service sectors, managers in hospitality and tourism industries are starting to consider the possibility of introducing service robots in their establishments. 2020]) are particularly helpful to gain customers in the hospitality and tourism industries (Casal et al. If you are a related technology solution provider and you wish to learn about the opportunity to participate as an underwriter, with benefits that include a turnkey content marketing and lead generation program, please contact Marv Allen at Starfleet Media. Journal of Destination Marketing & Management, forthcoming. In addition, the proposed framework implies some indirect effects of human-likeness and perceived affinity on customers intentions (i.e., to use robots in hospitality services and to recommend them) via customers attributions (i.e., service enhancements and cost reduction). IEEE Robotics & Automation Magazine,19(2), 98-100. Journal of Marketing Research, 18, 3950. Linking previous literature on robot acceptance and attribution theory towards service innovations, we propose an integrative research framework as detailed henceforth. ), Information and communication technologies in tourism 2018 (pp. (2009). Journal of Hospitality & Tourism Research, 41(1), 93127. Facial expression of emotion and perception of the Uncanny Valley in virtual characters. In turn, customers may consider that such a disruptive innovation is . The uncanny valley. Human-likeness could be defined as the extent to which the robots physical appearance is similar to a human being (Seyama and Nagayama 2007). Understanding the role of artificial intelligence in personalized engagement marketing. The Value of Service Robots from the Hotel Guests Perspective: A Mixed-Method Approach. Choi, Y., Choi, M., Oh, M., & Kim, S. (2020). Worldwide Hospitality and Tourism Themes, 10(6), 726-733. (2000). International Journal of Contemporary Hospitality Management, 30(7), 26802697. https://doi.org/10.2307/2393203. Thus, when a service failure occurs, consumers are less likely to accept a service robots apology than a human staff members apology (Hu et al., 2021). (2005). Tung, W., & Au, N. (2018). Journal of the Academy of Marketing Science, 45(3), 120. Christou, P., Simillidou, A., & Stylianou, M. C. (2020). China). Transferring these insights to a frontline robot context, human-likeness should lead to favorable attributions towards the company motivations to introduce such innovation. 2016). 2020b), also in hospitality and tourism industries (e.g. Ivanov, S., & Webster, C. (2018). Indeed, a recent literature review by Ivanov et al. Others may see them as a nuisance. 2019). https://digitalcommons.kennesaw.edu/ama_proceedings/2016/PROSLS-SLSMGT-T13/3/ Accessed June 12, 2020. Choi, S., Liu, S. Q., & Mattila, A. S. (2019). Finally, consumers intentions are also related, as intention to use robots in hospitality services positively affects the intention to recommend them (=0.786, p<0.01), supporting H10. For service robots, human-likeness could be treated as an analogous factor to physical appearance (e.g. Roy, R., & Sarkar, M. B. Despite the challenges, the future of hotel robotics is very bright. Fan, A., Wu, L., Miao, L., & Mattila, A. S. (2019). How design characteristics of robots determine evaluation and uncanny valley related responses. Enhancing hospitality experience with service robots: The mediating role of rapport building. (2020). Check-in at the Robo-desk: Effects of automated social presence on social cognition and service implications. https://doi.org/10.1037/0022-3514.50.1.212. Mori, M., MacDorman, K. F., & Kageki, N. (2012). Acceptance of healthcare robots for the older population: Review and future directions. International Journal of Hospitality Management,94, 102823. In this emerging research field, our study contributes to shed some light on the impact of robot introduction on the customer-provider relationship. https://doi.org/10.1177/1096348013515918. https://doi.org/10.1109/MRA.2012.2192811. Journal of Marketing, 54(1), 7184. Service robots in pandemic times and food tourism futures 3. Introducing Robots in the hotel industry has to be a major change. Gretzel, U., Sigala, M., Xiang, Z., & Koo, C. (2015). Correspondence to 286289). For the shake of completeness, we conducted formal tests of mediation (Bagozzi and Dholakia 2006) to additionally check whether the direct effects of both perceived human-likeness and affinity of frontline robots on customers intentions, which are not specified in the research model, might be significant.
Could hotel service robots help the hospitality industry (2018). Associate Professor, School of Hotel and Tourism Management, For this reason, a large body of previous research on service robotics explains consumer perceptions of service robots based on the extent to which consumers treat robots as human beings (i.e., a. ,the psychological tendency to attribute human characteristics, intentions, and emotions to nonhuman objects; Epley,Waytz, & Cacioppo, 2007). 2010) and advancing from research focused exclusively on acceptance (Rosenthal-von der Pthen and Krmer, 2014; Lu et al. Journal of Hospitality and Tourism Technology, 10(4), 489521. Considering the importance of these new . Consumer perspectives on the ethics of an array of technology-based marketing strategies: an exploratory study. In spite of these interesting contributions, this work has some limitations that suggest avenues for further research. 245246). Products as pals: Engaging with anthropomorphic products mitigates the effects of social exclusion. MIS Quarterly, 319-340. International Journal of Hospitality Management, 80, 3651. Accessed June 12, 2020. In turn, when customers attribute that a company implements robots in hospitality as a way to reduce costs, they would attribute a relational disinvestment (e.g. 1990). https://doi.org/10.1086/321954. Lee, H. R., & abanovi, S. (2014, March). Carlson, S. (2016). It's a critical period in the journey of the hospitality industry robots. Mori, M., MacDorman, K. F., & Kageki, N. (2012). Artificial intelligence in service. Click to share on Twitter (Opens in new window), Click to share on LinkedIn (Opens in new window), Click to share on Reddit (Opens in new window), Click to email this to a friend (Opens in new window), The Rise of Service Robots in the Hospitality Industry: Some Actionable Insights, HMG 6257 UCF Restaurant Business Within Hospitality and Tourism Research Paper - econspro.org/, Turismul smart: 5 soluii pentru oraele din Romnia - UrbanizeHub, Netflix cell video games broke data in July - ROTATION GAME, The crypto crash is bad news for ransomware criminals Protocol wordpress-335089-2361393.cloudwaysapps.com, What it's like to stay and work in an automated hotel - Protocol - Paperless Technology Solutions, Robots are coming to hotels, but how long will they stay? It will allow hospitality researchers and practitioners to better under-stand how service robots are transforming service encoun-ters. (2020). Nijssen et al. For instance, customers acceptance of a hotel service robot is higher and leads to more positive emotions when it has a more anthropomorphized appearance (Tussyadiah and Park 2018). https://doi.org/10.1109/RTCSA.2018.00041. Analytic cognition is characterized by rules-based categorization of objects and the use of formal logic in reasoning. 2019; Fan et al. Fornell, C., & Bookstein, F. (1982). ), Advances in Services Marketing and Management (Vol. Consumer evaluation of hotel service robots. Previous research confirmed that a greater human-like appearance increases users expectations about the cognitive capabilities of robots as if they could think, feel and behave as humans to certain extent (Gray and Wegner 2012; Hegel et al. 2020a]). Culturally variable preferences for robot design and use in South Korea, Turkey, and the United States. In terms of revenue, the global hospitality robots market size was valued at around USD 0.3 billion in 2022 and is projected to reach USD 3.1 billion, by 2030. : Effect of robotic chef anthropomorphism on food quality prediction. In this line, our research found that focusing on customers affinity with the robot is a crucial factor to increase service enhancement attributions. 105121). (2019). Design/methodology/approach Promoting robots as part of an attractive and enjoyable experience could be really useful to make customers interact with service robots (e.g. Lee, H. R., & abanovi, S. (2014, March). Third, the explained variance of affinity and cost reduction is low, suggesting that these variables could be affected by additional factors. Whos to blame or praise? Schema congruity as a basis for evaluating anthropomorphized products. Geraci, R. M. (2006). Emerald Publishing Limited. Classical research on services marketing found that an appropriate physical appearance enhances customer perceptions of service quality (Gronroos 1984), firms capabilities and control of the service encounter (Bitner 1990), process consistency (e.g. 2016).
Is robotics taking over hospitality? Yes and no | PhocusWire 2023 Springer Nature Switzerland AG. To increase the variability in the human-likeness perceptions (M=3.148, SD=1.798, in a 7-point scale), participants viewed, by random assignation, one of the twelve humanoid robots selected in a pretest with other group of 116 participants (from Savioke Relay as less human-like [M=1.703; SD=1.000] to GeminoidDK as more human-like [M=5.430; SD=1.218]). 2020a; Mende et al. The uncanny valley. Crossref. Shi, S., Gong, Y., & Gursoy, D. (2020). Davcik, N. S. (2014). Journal of Hospitality Marketing & Management,29(1), 22-38. A comparison of consumer views of traditional services and self-service technologies. Broadbent, E., Stafford, R., & MacDonald, B. In B. Stangl & J. Pesonen (Eds. Measuring the involvement construct. Introduction: The Japanese Robot and Performance. ROMAN 2008. https://doi.org/10.1109/ROMAN.2008.4600728. Wirtz, J., Patterson, P. G., Kunz, W. H., Gruber, T., Lu, V. N., Paluch, S., & Martins, A. Mori, M., MacDorman, K. F., & Kageki, N. (2012). The images or other third party material in this article are included in the article's Creative Commons licence, unless indicated otherwise in a credit line to the material. As far as it is easier for people to empathize with the emotions and mental states of agents that appears similar to them or belong to the same group (Turner 1978), the human-like appearance of a robot would facilitate this process (Riek et al. Robotics has been pivotal to the hospitality industry and it will continue to play a critical role in shaping the future. The future of frontline research: invited commentaries. We thus propose our last hypothesis: Customers intention to use robots in hospitality services has a positive effect on the intention to recommend them. Emotion and sociable humanoid robots. Antecedents and outcomes of psychological contract breach: Coping behaviour as a mediator of the effects of feelings of violation related to service outcomes (Doctoral dissertation, Cardiff University). In turn, according to previous research on human-robot interaction, affinity refers to a kind of human description of the robot as a friendly or good feeling entity (Maehara and Fujinami 2018). human-likeness, affinity), and customer attributions about the firm (i.e. Then, we will further discuss important factors influencing consumer adoption of service robots, followed by introducing cross-cultural aspects in service robot adoptions. International Journal of Hospitality Management,94, 102876. This device used by Hilton Hotels is the first AI-based robot to be used in a hospitality setting . However, hospitality managers should be more cautious in implementing (extremely) human-like service robots, particularly when they are taking care of tasks with frequent customer interactions. When implementing service robots, particularly customer-contact robots, companies should first consider the key factors that influence consumers adoption/acceptance of the new technology. uniform clothing [Rafaeli 1993]) and overall satisfaction (Mayer et al. They free human staff from the high volume of trivial customer requests rather than taking higher-value roles. International Journal of Human-Computer Studies, 64(1), 5378. Kabadayi, S., Ali, F., Choi, H., Joosten, H., & Lu, C. (2019). (2020a). ROBOTS COME to RESCUE: How to reduce perceived risk of infectious disease in Covid19-stricken consumers?. One of the principal reasons for these companies to introduce service robots is to reduce their costs and increase their efficiency (Ivanov and Webster 2018). (2019) revealed that most of the publications on robots implementation in hospitality and tourism had a conceptual or descriptive nature. Robots are being implemented in many frontline services, from waiter robots in restaurants to robotic concierges in hotels. https://doi.org/10.1080/15378020.2014.967642. A post-hoc analysis assessed the direct influence of human-likeness and perceived affinity on customers intentions to use robots in hospitality services and to recommend them. World robotics report 2018. In T. Swartz et al. Culture and systems of thought: holistic versus analytic cognition. Yu, C. E. (2020). Kim, K. J., Park, E., & Sundar, S. S. (2013). (2020). Therefore, the relationships proposed in the research model partially mediate the effect of perceived human-likeness on customer intention to recommend. Service robots can be equipped with different levels of artificial intelligence: mechanical, analytical, intuitive, and empathetic (Huang & Rust, 2018). Enhancing hospitality experience with service robots: The mediating role of rapport building. 2013). All these relationships can largely explain our key dependent variables, customers intention to use robots in hospitality services (R2=0.393) and to recommend them (R2=0.728). Taken together, the evidence indicates consumers with different cultural backgrounds can respond to and treat service robots differently. Opportunities for Improving Consumer Research through Latent Variable Structural Equation Modeling.
How Hotels are Using Robots to Reduce Costs - Hotel Technology News Park, S. (2020). Theoretical advances and future research avenues are also discussed. European Journal of Tourism Research, 15(2017), 104111. Similarly, human-likeness indirectly affects customers attributions (i.e., service enhancement and cost reduction perceptions) via perceived affinity. Tourist causal attribution: Does loyalty matter? 2020a; Mende et al. How customers self-service technology introduction attributions affect the customer-provider relationship. Annals of Tourism Research, 103069.
Hospitality 2.0 or the role of innovation in the post-covid hospitality Finally, there is the issue of public perception. 136). 2009). Complementarily, firms introduce automated agents to reduce their costs (Kumar et al. Differing form internal attributions (self-motivations), dispositional attributions focus on determining others reason motivating their actions. The role of moderating factors in user technology acceptance.
Meet the robots at your service in the hospitality industry Cognition, 125(1), 125130. International Federation of Robotics. https://doi.org/10.1108/JHTT-08-2018-0087. PubMedGoogle Scholar. Service robots in hotels: understanding the service quality perceptions of human-robot interaction. Zaichkowsky, J. L. (1985). For instance, robots and other smart devices are introduced in hotels to substitute guest-employees interactions frequently described as costly, fallible and time-consuming (Kabadayi et al. The effects of consumer perceived value and subjective norm on mobile data service adoption between American and Korean consumers. Robots or frontline employees? Li, H., Milani, S., Krishnamoorthy, V., Lewis, M., & Sycara, K. (2019, January). This finding suggests that human-likeness should be considered an instrumental variable to increase customers perceptions of affinity (as a kind of familiarity and closer connection) with the service robot. These motivations have been also found to be the reasons for service robot introduction by firms in the hospitality industry (Qiu et al. Feeling robots and human zombies: Mind perception and the uncanny valley. Effects of Restaurant Satisfaction and Knowledge Sharing Motivation on eWOM Intentions. use and recommendation), by corroborating that customers attributions fully or partially mediate these influences. International Journal of Social Robotics, 1(4), 319. https://doi.org/10.1007/s12369-009-0030-6. 2019). Statistical analysis of sets of congeneric tests. International Journal of Human-Computer Studies,59(1-2), 119-155. Rafaeli, A. https://doi.org/10.1016/j.ijresmar.2006.01.005. In particular, the influence of human-likeness on intention to use is fully mediated by the variables in the model, whereas the remaining influence of human-likeness and of affinity on both use and recommendation intentions are partially mediated by the variables of the model. Broadbent, E. (2017). It has appeared in our daily lives. 2017). International Journal of Hospitality Management,91, 102664. The effect of employees clothing appearance on tipping. Social comparison, similarity and ingroup favouritism. reducing transaction times) generate positive behavioral intentions toward the innovation. https://doi.org/10.1007/s11747-015-0462-5. An important emerging business model is the sharing or collaborative economy which has further changed the landscape of hospitality and tourism. https://doi.org/10.1080/01973530903539861. Robots are friends as well as foes: Ambivalent attitudes toward mindful and mindless AI robots in the United States and China. International Journal of Contemporary Hospitality Management, 32. Riek, L. D., Rabinowitch, T. C., Chakrabarti, B., & Robinson, P. (2009). Spanish Journal of Marketing-ESIC, 23(2), 185204. Culture and systems of thought: holistic versus analytic cognition. Computers in Human Behavior,27(2), 741-749. In 2018 IEEE 24th International Conference on Embedded and Real-Time Computing Systems and Applications (RTCSA) (pp. In contrast, affinity negatively affects cost reduction attribution, which in turn has a negative effect on behavioral intentions. Application of consumer innovativeness to the context of robotic restaurants. https://doi.org/10.1080/10548408.2015.1125823. International Journal of Contemporary Hospitality Management,32(3), 1367-1383. Check-in at the Robo-desk: Effects of automated social presence on social cognition and service implications. Journal of Service Management,29(5), 907-931. https://doi.org/10.1108/JOSM-11-2018-0377. Journal of Service Research,21(2), 155-172. Hence, we will introduce previous research in social robotics literature to provide an initial idea of consumer perceptions of services provided by humanoid service robots, based on cross-cultural views. A. Written by Lionel Saul Would you allow a humanoid robot to greet a paying guest at your hotel? The Service Industries Journal, 34, 203225. How is the service? other customers opinion, Belanche et al. A., Olson, J. G., & Yoon, C. (2017). 2019. https://doi.org/10.1016/j.jbusres.2007.04.014. Interactions with robots: The truths we reveal about ourselves. MacKenzie, S. (2001). Do travelers trust intelligent service robots?. Mourey, J.
AI in the hospitality industry: Benefits, applications - ArrowHitech Based on attribution theory, this research explores how customers attributions about the firm motivations to implement service robots (i.e. Journal of Marketing Research, 55(1), 6979. Indeed, robots with increased human appearance are perceived as more sophisticated and impressive, incorporating the latest developments in the technological field (Roy and Sarkar 2016). Spiritual robots: Religion and our scientific view of the natural world. Annals of Tourism Research, 103069.
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