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Rise of the machines: examining the influence of professional service robots attributes on consumers’ experience

Yonggui Wang (College of Business Administration, Capital University of Economics and Business, Beijing, China)
Xiaomei Cai (School of Tourism Management, South China Normal University, Guangzhou, China, and Southern Marine Science and Engineering Guangdong Laboratory (Zhuhai), Zhuhai, China)
Changliang Xu (Guangzhou Overseas Chinese Foreign Language School, Guangzhou, China)
Jun (Justin) Li (School of Tourism Management, South China Normal University, Guangzhou, China, and Southern Marine Science and Engineering Guangdong Laboratory (Zhuhai), Zhuhai, China)

Journal of Hospitality and Tourism Technology

ISSN: 1757-9880

Article publication date: 22 June 2021

Issue publication date: 1 December 2021

837

Abstract

Purpose

This study aims to explore the antecedents of perceived value and the moderating effect of trust and the relationship between these antecedents and perceived value in the context of the service sector.

Design/methodology/approach

The multivariate statistical analysis technique of structural equation modeling was used to test the proposed theoretical model.

Findings

The results indicate that self-efficacy, motivation, social influence, facilitating conditions and emotions have a significant and direct relationship with customers’ perceived value and that trust can enhance the effect of these antecedents on perceived value. These findings have several significant implications for service robot implementation within the service sector.

Originality/value

With the advancement in artificial intelligence and sensor technology, various industries have launched the practice of deploying intelligent robots to build competitive advantages. The use of intelligent robots to assist with the customer service process and improve consumers’ experience within the service sector is becoming more commonplace.

摘要

研究目的

本论文旨在研究服务业中决定感知价值以及哪些中介变量调节感知价值决定因子和感知价值之间的关系。

研究设计/方法/途径

本论文采用多变量SEM法分析提出的理论模型。

研究结果

研究结果表明, 自我效能、动机、社会影响、辅助条件、以及情感对消费者感知价值有直接且显著的影响, 此外, 信任对于其影响因子对感知价值的关系有增强作用。本论文研究结果对服务型机器人在服务业中的应用有着很大的启示。

研究原创性/价值

随着人工智能和感应科技的发展, 很多产业都开始应用智能机器人来增强竞争力。使用智能机器人来辅助消费者服务过程以及提高服务体验感受越来越成为普遍。

Keywords

Acknowledgements

This research was supported by the National Natural Science Foundation of China (Grant Numbers: 42071191, 72032004), the Joint Research Fund for Overseas Chinese, Hong Kong and Macao Young Scientists of the National Natural Science Foundation of China (Grant No: 41829101), and the Guangdong Planning Office of Philosophy and Social Science (Grant number GD19CGL31).

Contribution: Each author contributes equally.

Citation

Wang, Y., Cai, X., Xu, C. and Li, J.(J). (2021), "Rise of the machines: examining the influence of professional service robots attributes on consumers’ experience", Journal of Hospitality and Tourism Technology, Vol. 12 No. 4, pp. 609-623. https://doi.org/10.1108/JHTT-10-2020-0262

Publisher

:

Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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