Check-in at the Robo-desk: Effects of automated social presence on social cognition and service implications |
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| Affiliation: | 1. School of Travel Industry Management, University of Hawaii at Manoa, 2560 Campus Road, George Hall 346, Honolulu, HI, 96822, United States;2. School of Hospitality Management, Pennsylvania State University, 201 Mateer Building, University Park, PA, 16802, United States;1. Department of Tourism and Hospitality Management, School of Sport, Tourism and Hospitality Management, Temple University, 1810 N. 13th Street, Speakman Hall 332, Philadelphia, PA 19122, USA;2. School of Hospitality and Tourism Management, Purdue University, 900 W. State Street, West Lafayette, IN 47907, USA;3. Department of Tourism and Hospitality Management, School of Sport, Tourism and Hospitality Management, Temple University, 1810 N. 13th Street, Speakman Hall 330, Philadelphia, PA 19122, USA;4. Conrad N. Hilton College of Hotel and Restaurant Management, University of Houston, 4450 University Dr, Houston, TX 77204, USA;1. School of Sport, Tourism, and Hospitality Management, Temple University, 1810 N. 13th Street, Speakman Hall 329, Philadelphia, PA, 19122, USA;2. Department of Retailing and Tourism Management, College of Agriculture, Food and Environment, University of Kentucky, Erikson Hall, Lexington, KY, 40506-0050, USA;3. Rosen College of Hospitality Management, University of Central Florida, 9907 Universal Blvd, Orlando, FL, 32821, USA;1. Department of Tourism and Hospitality Management, School of Sport, Tourism and Hospitality Management, Temple University, 1810 North 13th Street, Speakman Hall 308, Philadelphia, PA, 19122-6083, United States;2. Department of Business, Colorado Mesa University, 1100 North Avenue, Grand Junction, CO 81501, United States;3. School of Hospitality Business Management, Carson College of Business, Washington State University United States, School of Tourism and Hospitality, University of Johannesburg, South Africa |
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| Abstract: | The rise of humanoid robots in hospitality services accelerates the need to understand related consumer reactions. Four scenario-based experiments, building on social presence and social cognition theories, examine how humanoid robots (vs. self-service machines) shape consumer service perceptions vis-à-vis concurrent presence/absence of human staff. The influence of consumers' need for human interaction and technology readiness is also examined. We find that anthropomorphizing service robots positively affects expected service quality, first-visit intention, willingness to pay, as well as increasing warmth/competence inferences. However, these effects are contingent on the absence of human frontline staff, explained by viewing anthropomorphism as a relative concept. Humanoid robots increase psychological risk, but this poses no threat to expected service quality when consumers' need for human interaction is controlled for. Additionally, we show that a humanoid robot's effect on expected service quality is positive for all but low technology readiness levels. Further implications for theory/practice are discussed. |
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| Keywords: | Service robots Social presence Social cognition Technology readiness Anthropomorphism |
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