Examining the effects of robotic service on brand experience: the moderating role of hotel segment |
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Authors: | Ambrose Pak Ho Chan |
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Institution: | School of Hotel and Tourism Management, The Hong Kong Polytechnic University, Tsim Sha Tsui East, Kowloon, Hong Kong |
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Abstract: | This research investigates the effects of robotic service on guest evaluations of hotel brand experience, and examines the moderating effects of hotel segment via a 2 (service delivery video: human or robot) x 3 (hotel segment: budget, midscale, or luxury) between-subjects experimental design. The findings suggest higher levels of sensory and intellectual experience from robotic service but lower levels of affective experience. For behavioral experience, robotic service influenced a higher rating for midscale and budget hotels, but not for a luxury hotel. Overall, robotic service may not necessarily enhance brand experience as influenced by the moderating role of hotel segment. |
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Keywords: | Brand experience service robots customer service hotel segment customer experience |
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