Assessment of Hotel Automated Service Staff by Consumers
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In a series of groundbreaking studies, researchers have uncovered the critical factors that influence consumer intention towards hotel service robots. The findings, which focus on human-robot interaction, anthropomorphism, perceived intelligence, and perceived security, provide valuable insights for the hospitality industry.
The studies, which utilised the Godspeed scale to measure human-robot interaction, investigated the emotional response of service robots in the context of hotel management. Specifically, the Godspeed scale was applied to a service robot for check-in (NAO) and room delivery (Relay).
The research, which was conducted using an online survey and a laboratory experiment using biosensors to measure automatic emotional reactions, reveals that the most important factors influencing consumer intention to use hotel service robots are:
- Functional Aspects
- Performance Expectancy: Customers’ belief that the robot will effectively perform the service task strongly drives acceptance and intention to use service robots. It is one of the best predictors of customer intention, indicating that the usefulness and practical benefits of the robot play a crucial role.
- Effort Expectancy: Although showing weaker correlations overall, how easy the robot is to use or interact with remains a promising influence, likely moderated by study contexts and sample differences.
- Problem-Solving Ability: Perceived capability of robots to handle tasks, adapt to environments, and innovate services directly affects customer perceptions of their agency and willingness to engage. Failures here reduce perceived control and negatively impact consumer attitudes.
- Customer-Centric Aspects
- Attitude: Overall positive or negative customer attitude towards robots strongly correlates with intention to use them. Positive experiences and perceptions boost acceptance.
- Perceived Security and Privacy: While not highlighted explicitly in the summarized search results, perceived security often influences trust, an essential dimension from human-robot interaction literature. It can be inferred to moderate consumer willingness since service robots deal with guest data and interactions that require privacy assurance.
- Service Robot-Centric Aspects
- Anthropomorphism (Human-like Characteristics): Robots with anthropomorphic features affect users' emotional connection and social acceptance. However, this can create mixed reactions such as perceived job threat among employees or heightened expectations from customers. Anthropomorphism influences consumer attitudes indirectly by shaping user expectations and emotional responses.
- Perceived Intelligence: The robot’s visible intelligence and ability to innovate services, adapt flexibly, and solve problems enhances consumer confidence and acceptance. Failures in intelligent decision-making reduce perceived agency and lower intention to use.
Interestingly, the studies found differences between NAO and Relay robots in terms of factors influencing their adoption. NAO's adoption depends on anthropomorphism and perceived security, while Relay's on perceived intelligence and the importance of service operation in hotel experiences.
The findings have significant implications for the hospitality industry, suggesting the importance of designing hotel service robots that prioritize human-robot interaction dimensions to enhance consumer acceptance. The studies extend previous research by incorporating biometric research to measure emotional responses to hotel service robots, contributing to a better understanding of consumer responses beyond adoption intention.
In summary, the studies highlight the significance of human-robot interaction dimensions in shaping consumer responses to hotel service robots. By focusing on functional utility, emotional/social acceptance, and customer-centric aspects, the industry can create robots that complement human staff, maintaining emotional/human connection while providing efficiency, consistency, and novel experiences.
- To further enhance the acceptance of hotel service robots in various aspects of lifestyle and home-and-garden, the hospitality industry could consider integrating advanced technology such as artificial intelligence to improve their problem-solving abilities and perceived intelligence.
- As the studies reveal differences in factors influencing the adoption of NAO and Relay robots, it would be beneficial for the hospitality industry to develop AI-powered home-and-garden appliances, ensuring they possess both human-like characteristics (anthropomorphism) and high levels of artificial intelligence for improved execution of tasks and increased customer satisfaction.
