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

Abstract

PurposeThe 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/approachThe conceptual model analysis used structural equation modeling with the partial least squares estimation method, considering 638 responses. FindingsThe 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/implicationsThe 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 implicationsThis 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/valueTo 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.