importance of robots in hospitality industry
Murphy, J., Gretzel, U., & Pesonen, J. 2012; Yang and Jolly 2009) and intention to recommend (e.g. Qiu, H., Li, M., Shu, B., & Bai, B. Introduction: The Japanese Robot and Performance. 190203). For example, when interacting with human-like service robots, people evaluated the service encounter more positively when the robots used human-like language styles (Choi, Liu, & Mattila, 2019; Lu, Zhang, & Zhang, 2021). Psychological Review,108(2), 291-310. 2017; Qiu et al. In turn, customers may consider that such a disruptive innovation is altering the established conditions of the service-provider relationship. 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(2016) describe affinity as the level of robot agreeableness perceived by a human; that is, the individual assumption that the other entity is being likeable, pleasant, and harmonious in relations with others (Graziano and Tobin, 2009). Final measures can be seen in appendix Table 4. Journal of Services Marketing, 23(1), 1123. A really good example is Henn-na Hotel, in Japan, which was opened in 2015, is the first fully automated hotel with only robot employees. Culture and systems of thought: holistic versus analytic cognition. Robots with human features tend to interact with customers following the same rules than human-to-human interactions, that is, performing tasks more closely to the traditional (and costly) service encounter (Tussyadiah and Park 2018). Applications and Implications of Service Robots in Hospitality https://doi.org/10.1108/IMDS-08-2018-0368. Li, H., Milani, S., Krishnamoorthy, V., Lewis, M., & Sycara, K. (2019, January). (2006). This result is in line with previous research, which suggest that individuals tend to accept to a greater extent robots and other technological objects incorporating anthropomorphic features and that a more mechanical look leads to feelings of social exclusion (Mourey et al. Hospitality and Marketing News (2019). Implementing successful self-services technologies. Choosing among alternative service delivery modes: An investigation of customer trial of self-service technologies. 2019; Tung and Au 2018), which provides little guidance for decision 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., anthropomorphism,the psychological tendency to attribute human characteristics, intentions, and emotions to nonhuman objects; Epley,Waytz, & Cacioppo, 2007). Sorry, your blog cannot share posts by email. (2018). Folk psychology as simulation. Follow Do you want to be welcomed to a hotel by 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). Therefore, a structural equation model was developed (results are summarized in Fig. Hofmann, P., Samp, C., & Urbach, N. (2020). 2020). The Journal of Personal Selling and Sales Management, 25(2), 105111. When it comes to process optimization, customer experience, and growth, businesses can leverage tons of tech benefits for users, employees, and stakeholders. Accessed June 12, 2020. 2012). To further ensure convergent validity, it was verified that average variance extracted (AVE) values were greater than 0.5 (see Table 1) and converged on only one construct (Fornell and Larcker 1981). A theory of affinity building: Salespersons perceptions of communication practices in developing relationships. In B. Stangl & J. Pesonen (Eds. human unemployment [Huang and Rust 2018]) or as a strategy to shift the cost to the customer (like it sometimes happens with self-service technology [Cunningham et al. Journal of Marketing Research, 18, 3950. Kulviwat, S., Bruner II, G. C., & Al-Shuridah, O. Tinwell, A., Grimshaw, M., Nabi, D. A., & Williams, A. International Journal of Research in Marketing, 23(1), 4561. Moreover, some research shows that human-like appearances of service robots result in feelings of discomfort, thereby making the consumer feel reluctant to interact with the robot (Shin & Jeong, 2020; Yu, 2020). Choi, Y., Choi, M., Oh, M., & Kim, S. (2020). Wirtz, J., Patterson, P. G., Kunz, W. H., Gruber, T., Lu, V. N., Paluch, S., et al. Today, robots are being used in a variety of hotel departments, including housekeeping, food and beverage, and even security. Emotion and sociable humanoid robots. https://doi.org/10.1108/JHTT-08-2018-0087. The results have been impressive. 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). Seeing relationships through the lens of psychological contracts: the structure of consumer service relationships. Bagozzi, R. P., & Dholakia, U. M. (2006). Investigating psychological Effects on Positional Relationships Between a Person and a Human-Following Robot. Lin, H., Chi, O. H., & Gursoy, D. (2020). Kumar, V., Rajan, B., Venkatesan, R., & Lecinski, J. Indeed, automated social presence (i.e. Sun, H., & Zhang, P. (2006). During Covid-19, Chinese consumers indicate stronger preference for robot-staffed hotels over human-staffed hotels than their American counterparts. For instance, during the check-in process, a service robot can deliver luggage to the assigned room, while the human staff provides the guest with a warm reception. 2020a; Mende et al. greater convenience). Also, consumers assume service robots and human staff are supposed to play similar roles, and thus expect service robots to engage in service recovery efforts as human staff members do (Ho, Tojib, & Tsareko, 2020). Impacts of service robots on service quality, Users taking the blame? Spiritual robots: Religion and our scientific view of the natural world. This finding agrees with those of previous research on customers attributions about self-service technology, indicating that the positive influence of service enhancement on loyalty surpass any detrimental perception of cost reduction (Nijssen et al. Yes and no Opinion / Technology By Chris Connar - Angie Hospitality | March 19, 2021 Are robots taking jobs and completely flipping the hospitality industry? However, cost reduction attributions has a negative effect on customers intention to use waiter robots in hospitality services (=0,116, p<0.01), and its influence on intention to recommend them is non-significant (=0,024, p>0.1), so that while H8 is confirmed, H9 is not supported. 2019), as far as customers interpretation and sharing of their experiences in social media often become a stimuli influencing other customers and their journey mapping (Stienmetz et al. Yoganathan, V., Osburg, V. S., Kunz, W. H., & Toporowski, W. (2021). Strategic Management Journal, 37(5), 835854. Computers in Human Behavior, 61, 404414. Journal of Hospitality Marketing & Management,29(1), 22-38. Epley, N., Waytz, A., & Cacioppo, J. T. (2007). Taken together, the evidence indicates consumers with different cultural backgrounds can respond to and treat service robots differently. Journal of Hospitality Marketing & Management,29(5), 530-549. Preference for robot service or human service in hotels? 1986), the restaurant and the robot were not linked to any specific firm. International Journal of Contemporary Hospitality Management,30(7), 2680-2697. Impacts of the COVID-19 pandemic. Consumer evaluation of hotel service robots. Would the hotel guest prefer the ease and convenience of service robots or the warmth and service of a fellow human being? https://doi.org/10.1177/1096348013515918. (2020). Tourism Management,85, 104309. Determinants of the intention to participate in firm-hosted online travel communities and effects on consumer behavioral intentions. Even though previous research (Venkatesh and Davis, 2000) has confirmed that intention to use and actual use are habitually highly correlated in the case of volitional behaviors as it is the case in the current study and the fact that intentions help understand initial stages of the adoption process (e.g. Tussyadiah, I. P., Zach, F. J., & Wang, J. Therefore, we propose that: Perceived affinity of robots in hospitality services has a positive effect on service enhancement attribution. Provided by the Springer Nature SharedIt content-sharing initiative, Over 10 million scientific documents at your fingertips, Not logged in In addition, robots can help to reduce costs and save time. Preference for robot service or human service in hotels? 2016). First, influenced by Buddhism and Confucianism, East Asians believe not only humans but also non-human objects including gods, animals, and even stones, have their own spirit and mind. (2016). Frontline robots in tourism and hospitality: service enhancement or cost reduction? A theoretical extension of the technology acceptance model: four longitudinal field studies. Previous research on hospitality an tourism also indicate that customers own psychological processes (especially when making inferences about the positive and negative aspects of a service) play a central role in the customer-provider relationship (Choi and Cai 2016). Li, H., Milani, S., Krishnamoorthy, V., Lewis, M., & Sycara, K. (2019, January). Facial expression of emotion and perception of the Uncanny Valley in virtual characters. https://doi.org/10.1145/1514095.1514158. human-likeness, affinity), and customer attributions about the firm (i.e. 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. Cunningham, L. F., Young, C. E., & Gerlach, J. How Sincere is an Apology? Belanche, D., Casal, L.V. (2011). Thus, especially in the case of a technology disruption, increased levels of affinity are positively evaluated by customers as a sign of firms investment to keep the service standards instead of just reducing costs through technology (Carlson 2016). Indeed, a recent literature review by Ivanov et al. Intuitive intelligence relates to the capability to process holistic and contextual thinking and thus provide personalized services. Holistic cognition is characterized by categorizing objects based on themes and a focus on contextual information (Nisbett et al., 2001). The role of attitude toward the ad as a mediator of advertising effectiveness: a test of competing explanations. Nisbett, R. E., Peng, K., Choi, I., & Norenzayan, A. Conclusion Abstract Purpose This research discusses the role of service robots in gastronomic and dining experiences in a post-coronavirus disease (COVID) world. In addition, customers increased affinity with the service robot also reduces their cost attributions, dissipating negative thoughts of robot introduction as a disinvestment (e.g. B. E., & Van Trijp, H. C. (1991). https://doi.org/10.1086/321954. Breazeal, C. (2003). Industrial Management & Data Systems, 119(7), 14111430. Tuomi et al. Gordon, R. M. (1986). Huang, M. H., & Rust, R. T. (2018). We hope to offer a few key takeaways for managers based on our current knowledge: References 2019). 2). 2016). https://doi.org/10.1007/978-3-319-72923-7_24. In particular, the hospitality sector introduces these kind of smart technological innovations to lower their cost and increase its efficiency (Gretzel et al. Consequently, we propose our first hypothesis: Perceived human-likeness of robots in hospitality services has a positive effect on their perceived affinity. Perceived affinity of robots in hospitality services has a negative effect on cost reduction attribution. Following recent methodology employed in service robots research (Belanche et al. Bitner, M. J., Ostrom, A. L., & Meuter, M. L. (2002). - MassTLC, How AI is Changing the Restaurant Industry Norman-Restaurant.com, Beginner's Guide To Hotel Marketing | Stasher Blog, Letter from the Dean October 2021 Consumer Behavior Edition, Influencer Marketing: A Comparison of Traditional Celebrity, Social Media Influencer, and AI Influencer, Service Interactions in the New Light of Hospitality, The Restaurant Social Servicescape: Current Perspectives and Future Considerations, Digital Trail Development Opportunities for Tourism and Hospitality: Lessons from Ireland, Sustainable Loyalty Reward Management Through Loyalty Reward Donation. Choi, S. H., & Cai, L. A. Cambridge Scholars Publishing. Journal of Service Management, 30(3), 326348. Dispositional attributions have been successfully employed to comprehend how individuals infer firms motivations to introduce service innovations. (2016), customers dispositional attributions about the service provider motivations to introduce a technology focuses on service enhancement and cost reduction reasons, having positive and negative consequences for the customer-provider relationship respectively. Artificial intelligence in service. Ukpabi, D., Aslam, B., & Karjaluoto, H. (2019). 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. Imagine walking into the lobby and being greeted by a team of robots to check in, scan your ID and face to verify identity, take your bags and escort you to your room. Then, we will further discuss important factors influencing consumer adoption of service robots, followed by introducing cross-cultural aspects in service robot adoptions. Third, the explained variance of affinity and cost reduction is low, suggesting that these variables could be affected by additional factors. Mori, M., MacDorman, K. F., & Kageki, N. (2012). 2019). Journal of Service Management,29(5), 907-931. 2009). Artificial intelligence in service. 2016). In M3, the effect of perceived human-likeness on customer intention to recommend is added. Taken together, the main takeaway of the evidence for hospitality managers is that adding human-like features in service robots may help boost consumer satisfaction in automated service encounters. (2018). The factors can be categorized into consumers individual factors (e.g., innovativeness) and situational/contextual factors (e.g., crowdedness). Business Insider, July 26, 2016. https://www.businessinsider.com/chinese-restaurant-robot-waiters-2016-7?international=true&r=US&IR=T. Casal, L. V., Flavin, C., & Guinalu, M. (2010). Enhancing hospitality experience with service robots: The mediating role of rapport building. Antecedents of customers acceptance of artificially intelligent robotic device use in hospitality services. World robotics report 2018. Journal of Hospitality Marketing & Management, 29(3), 269290. Emotion and sociable humanoid robots. (2001). Artificial intelligence in service. Van Doorn, J., Mende, M., Noble, S. M., Hulland, J., Ostrom, A. L., Grewal, D., et al. In this case, the additional effect, even small, is significant (0.077; p<0.01) as well as the 2 difference (2(1)=9.451; p<0.01). Fullerton, S., Brooksbank, R., & Neale, L. (2017). Ryu et al. MIS Quarterly, 319-340. Preference for robot service or human service in hotels? Research: 56% of Hospitality IT Leaders Cite Cybersecurity As a Top Business Concern, 5 Reasons Why Hotel Employee Safety Devices are a Must-Have Budget Item, Hotel Technology News - Weekly Dispatch International Journal of Hospitality Management,82, 32-38. 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). 2019). Site Title, Robots are Taking Over the Service Industry by Elaine Co MIST5720: Digital Innovation and Entrepreneurship, In South Korea, Robots Are on the Job. https://doi.org/10.1007/s10514-007-9058-3. American Psychologist, 28(1), 107128. More precisely, covariance-based structural equation modeling is employed because it is a confirmatory method that tends to replicate the existing covariation among measures (e.g., Fornell and Bookstein 1982; Hair et al. 2017). Perceived usefulness, perceived ease of use, and user acceptance of information technology. https://doi.org/10.1177/1094670516679272. As a result, we propose the following hypotheses: Service enhancement attribution has a positive effect on customers intention to use robots in hospitality services, Service enhancement attribution has a positive effect on customers intention to recommend robots in hospitality services, Cost reduction attribution has a negative effect on customers intention to use robots in hospitality services, Cost reduction attribution has a negative effect on customers intention to recommend robots in hospitality services. https://doi.org/10.5465/ame.2002.8951333. https://doi.org/10.1108/JOSM-08-2015-0233. 2019), it could be considered a limitation of the study. Selviaridis, K. (2016). Ho, T. H., Tojib, D., & Tsarenko, Y. Measuring the involvement construct. customers perception of the robot as a social entity performing the service) is becoming a topic of increasing interest in service research, which assumes that the level of anthropomorphization determines the receptiveness and attractiveness of the service robot (van Doorn et al. Understanding the role of artificial intelligence in personalized engagement marketing. https://doi.org/10.1016/j.ijhm.2019.01.005. Service robots or human staff: How social crowding shapes tourist preferences. 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). Following Zaichkowsky (1985), the authors also asked a panel of experts about the degree to which they judged that the items were clearly representative of the targeted construct, in order to test for face validity. In proceedings of the Charleston, SC - Atlantic Marketing Association Conference.
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