Enhancing hospitality experience with service robots: the mediating role of rapport building

Hailian Qiu · Minglong Li · Boyang Shu · Billy Bai

430 citations0/0 files storedJournal of Hospitality Marketing & Management

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AI in Service Interactions Customer Service Quality and Loyalty Social Robot Interaction and HRI

Abstract

This study investigated the influence of service robot attributes on customers’ hospitality experience from the perspective of relationship building. Through literature review and a preliminary study with in-depth interviews, a conceptual framework was developed. A scenario-based experiment and questionnaire survey were designed to test the model. The results indicate that robots’ being perceived as humanlike or intelligent positively affects customer-robot rapport building and the hospitality experience. Additionally, customer-employee rapport building was found to mediate the relationship between robot attributes and the hospitality experience, but customer-robot rapport building was not. Based on these findings, theoretical contributions and practical implications were discussed.

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References

1998Basics of qualitative research : techniques and procedures for developing grounded theory 2008Basics of Qualitative Research (3rd ed.): Techniques and Procedures for Developing Grounded Theory 2018Artificial Intelligence in Service 2008Measurement Instruments for the Anthropomorphism, Animacy, Likeability, Perceived Intelligence, and Perceived Safety of Robots 2018Brave new world: service robots in the frontline 2019Consumers acceptance of artificially intelligent (AI) device use in service delivery 2016Domo Arigato Mr. Roboto 2010Who Sees Human?

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