社会化视角下接待业服务机器人对顾客体验的影响研究

随着人工智能和自动化技术日渐普及,服务机器人被越来越多地引入旅游接待业,但其应用尚处于探索阶段。在已有文献和理论基础上,本文依据互联网、社交媒体中接待业顾客对服务机器人的评价信息,以及对接待业顾客和员工进行深度访谈的数据,分析顾客对机器人服务的感知及体验。研究发现:(1)对机器人服务的感知涉及工具、社会化两个属性,社会化属性对顾客的愉悦体验产生重要影响;(2)服务机器人通过提升服务和营造愉悦氛围两条路径改善顾客体验。在此基础上,本文构建了服务机器人影响顾客体验的概念模型。本文从社会化视角探讨服务机器人的顾客体验感知,对服务机器人设计、服务场景管理和体验设计具有启示意义。

The Influence of Service Robots on Customer Experience in the Hospitality Industry:A Socialization Perspective

In an era when artificial intelligence and automation technology become an inevitable trend,an increasing number of hospitality companies have adopted robotic technologies for their service delivery.However,the application of robots remains in the exploratory stage.Based on a review of relevant literature and theories,this paper explored the customers’ perceptions and experiences of services with robots using a textual analysis of Internet and social media reviews about robot services in the hospitality industry,as well as in-depth interviews with hospitality service staff and customers.The research findings suggest that,first,customers perceive hospitality services with robots from two perspectives:tool attribute and social attribute.The social attribute influences customer experiences in their pursuit of pleasure.Second,the service robot could enhance customer experiences by improving the service attributes and creating a supportive atmosphere.This paper proposed a conceptual model to improve the customer experience with service robots.From the socialization perspective,the proposition of a service robot experience framework has decision-making implications on service robot design and management,service settings management,and experience creation.