Role of virtual avatars in digitalized hotel service

151

152

Purpose This study aims to empirically test a theoretical model by defining customers’ intention to use services of restaurant robots, which are rapidly developing in Korea. The proposed model incorporates three stages: coolness, motivated consumer innovativeness (MCI) and the theory of planned behaviour. Design/methodology/approach A total of 420 questionnaires were issued. The results were analysed to verify the reliability and validity of the measured variables. Structural equation modelling was used to test the research hypotheses. Findings The results showed that hedonically motivated consumer innovativeness (hMCI) and socially motivated consumer innovativeness (sMCI) have positive effects on attitude and are enhanced by attractiveness, utility, subcultural appeal and originality. However, the relationship between MCI and attitude differed among age groups. Practical implications The results revealed that sensory elements of robot services improve customer attitudes towards the use of robots in restaurants. This is a key finding that restaurant marketers should consider, because non-face-to-face services are becoming increasingly important in the current COVID-19 context. Originality/value This study analysed the relationship between coolness, MCI and the theory of planned behaviour in the context of robot-serviced restaurants and how the relationship between MCIs and attitude differed among the young and older customers. Practical implications are suggested.

Section: Discussionmentioning

confidence: 95%

Customers’ intention to use robot-serviced restaurants in Korea: relationship of coolness and MCI factors

Soo

2020

151

152

“…Academic discussions on the topic (Castillo et al , 2020; Choi et al , 2020; Huang and Philp, 2020; Loureiro et al , 2020) have focused on automation processes (Tussyadiah, 2020), ethical issues related to AI and service robots (Belanche et al , 2020b; Belanche et al , 2020). For instance, some researchers have examined the antecedents of chatbot adoption by travelers (Pillai and Sivathanu, 2020), while others have investigated guests’ attitudes and adoption intentions toward robot concierges (Shin and Jeong, 2020) or explored how robotic anthropomorphism orientation affects the way customers judge the service encounter (Zhu and Chang, 2020).…”

Section: Introductionmentioning

confidence: 99%

Stand by me: analyzing the tourist–intelligent voice assistant relationship quality

Loureiro

Japutra

Molinillo

et al. 2021

Purpose This paper aims to explore tourist perceived value and attachment to intelligent voice assistants (IVAs) as antecedents of the quality of the human–IVA relationship in the hospitality domain. This research also examines the moderating role of psychological factors (self-esteem) and knowledge factors (past experience and technology expertise) in the relationships between antecedents and relationship quality. Design/methodology/approach The researchers conducted two quantitative studies, collecting data via online surveys in Mechanical Turk (n1 = 124 and n2 = 281). The proposed model was tested using partial least squares structural equation modeling. Findings The first study uncovers that tourist perceived value is the main influence on the quality of the relationship between tourists and IVAs. The second study confirms the direct relationships of the first and shows that self-esteem and technology expertise act as moderators. Practical implications This study advances the understanding of the tourism and hospitality stakeholders in using modern technologies (e.g. IVAs). Through comprehending the relationship building between individuals and IVAs, the stakeholders will be able to craft better strategies. Originality/value The study extends the attachment and social exchange theories to the tourist–IVA relationship context. Specifically, this research demonstrates the impact of tourist perceived value on the quality of the relationship with the IVA. It also points out that tourists’ self-esteem and technology expertise can weaken the tourist–IVA relationship.

“…Most hospitality service robot research is conducted in general service or hotel settings (Belanche et al , 2020a; Choi et al , 2020; Shin and Jeong, 2020). The few studies in the restaurant context (Belanche et al , 2020b; Cha, 2020; Zemke et al , 2020) have focused on consumers’ intention to use or perceptions before the actual service stage.…”

Section: Literature Review and Research Questionsmentioning

confidence: 99%

Robot vs human: expectations, performances and gaps in off-premise restaurant service modes

Byrd

Fan

Her

et al. 2021

Purpose Off-premise restaurant service has a new addition – food delivery robots. This new technology and off-premise service, in general, has received little research attention, despite continued year-over-year sales growth for both carry-out and delivery. Therefore, this study aims to analyze off-premise service modes, including food delivery robots, for service quality gaps between consumer expectations and actual performance and among the various modes. Design/methodology/approach Performance of three off-premise restaurant service modes (robot-delivery, human-delivery and carry-out) were evaluated using a mixed-methods approach. Consumer expectations were ascertained about food- and service-related performance factors using a survey, and a field observation study was conducted to obtain actual performance data for these factors. Findings from both approaches were compared to identify gaps and differences. Findings For food-related performance, consumers reported lower expectations for food safety and food quality from robot- and human-delivered food; however, no differences were observed among the three modes in the field study. Consumers also expected lower service-related performance from robot-delivery for service efficiency and ease of use (than human-delivery and carry-out) and monetary value (than carry-out). Consumers deemed robots the most sustainable and human-delivery the most convenient compared to other modes – however, not all service-related expectations aligned with actual performances. Originality/value This study was the first to comparatively examine off-premise restaurant service. Identification of a missing link in service gap analysis was among the theoretical contributions of this study. Managerially, this study provides previously unavailable insights into opportunities for improvement for off-premise service and use of delivery robots.