The impact of different types of service robots usage in hotels on guests’ intention to stay

Abstract

Purpose

The purpose of this study is to examine how consumers perceive the importance of using robot technologies for 12 services evaluated under two categories considering the technology acceptance model (TAM).

Design/methodology/approach

The conceptual model analysis used structural equation modeling with the partial least squares estimation method, considering 638 responses.

Findings

The results revealed that the perceived importance (PI) of robotic service delivery tasks under “room division” and “food and beverage and secondary services” affect perceived usefulness (PU) and perceived ease of use (PEOU) differently. Besides, PEOU and PU significantly influence attitudes toward using robot-staffed hotels.

Research limitations/implications

The nonprobability convenience sampling method was used as the data collection method. Future studies that prefer probabilistic methods will open a different perspective for evaluating the results.

Practical implications

This study’s empirical findings reveal which robot-delivered services are found significant by the customers and contribute to increased customer satisfaction and loyalty. In addition, it guides accurate demand and investment planning for the tourism and hospitality industry in the post-COVID-19 era.

Originality/value

To the best of the authors’ knowledge, previous literature has not tested or confirmed the effects of PI related to two groups of robotic service delivery tasks on utilitarian variables. This study contributes to the literature by examining how different robotic service delivery tasks are linked to the TAM framework in a hotel setting.

酒店不同类型服务机器人的使用对客人入住意愿的影响

摘要

研究目的

本研究以技术接受模型 (TAM)为理论, 考察了消费者如何看待使用机器人技术的两个类别下评估的十二项服务的重要性。

研究设计/方法/途径

本研究使用概念模型分析和具有偏最小二乘估计方法的结构方程建模, 考虑了 638 个响应。

研究发现：结果表明

“房间划分”和“餐饮和二级服务”下机器人服务交付任务的感知重要性对感知有用性（PU）和感知易用性（PEOU）的影响不同。此外, PEOU 和 PU 显着影响使用机器人酒店的态度。

研究局限

本研究采用非概率便利抽样方法作为数据收集方法。本文为未来更偏好概率方法的研究将为评估结果开辟不同的视角。

研究实践意义

本研究的实证结果揭示了客户认为重要的机器人提供服务, 并有助于提高客户满意度和忠诚度。此外, 研究结果还有助于指导后 Covid-19 时代旅游和酒店业的准确需求和投资规划。

研究原创性/价值

据我们所知, 以前的文献尚未测试或证实与两组机器人服务交付任务相关的感知重要性对功用性变量的影响。本研究通过检查不同的机器人服务交付任务如何与酒店环境中的 TAM 框架相关联, 为文献做出了贡献。

Citation

Alma Çallı, B., Çallı, L., Sarı Çallı, D. and Çallı, F. (2023), "The impact of different types of service robots usage in hotels on guests’ intention to stay", Journal of Hospitality and Tourism Technology, Vol. 14 No. 1, pp. 53-68. https://doi.org/10.1108/JHTT-09-2021-0266