The impact of service robots on customer satisfaction online ratings: The moderating effects of rapport and contextual review factors

Abstract

Recent research has established a positive relationship between the use of service robots powered by artificial intelligence in hospitality firms and customer satisfaction online ratings, a particularly important form of electronic word of mouth. However, it is not clear if and how this relationship is augmented or diminished by moderating factors. In this study, we examined four potential moderators by using machine learning and natural language processing techniques to analyze 20,166 online reviews of hotels that had implemented service robots. We had four key findings. First, a positive service robot‐satisfaction rating relationship was further enhanced by improved customer‐service robot rapport during the service encounter. Second, higher customer effort focused on service robots in a review reduced the service robot‐satisfaction rating relationship. Third, posting reviews using a mobile device (vs. other devices) showed higher satisfaction ratings. Finally, customers' prior experience in writing online reviews was unrelated to the service robot‐satisfaction rating relationship. Taken together, these results suggest that service robots should be designed to be interactive and encourage customers to build rapport, for example, by service robots engaging in conversational flows. Moreover, customers should be nudged to use their mobile devices to post timely reviews on their positive human–robot interactions.

AI concierge in the customer journey: what is it and how can it add value to the customer?

“…Derived from the traditional concierge concept, an AI concierge is a technologically advanced, intelligent and personalized assistant that is designated to an individual customer, proactively taking care of that customer's needs throughout the service journey. While prior research has explored pertinent concepts like conversational agents and service robots (Borghi et al, 2023;Huang and Rust, 2021;Lu et al, 2020;Mariani et al, 2023), our article is the first to define an AI concierge and differentiate it from related concepts.…”

“…By weaving emotional abilities into their fabric, AI concierges can foster a bond with customers that is vital for delivering genuinely personalized and impactful concierge services (cf. Borghi et al. , 2023; Huang and Rust, 2021).…”