Assessment of Hotel Service Robots by Customers
In the realm of hospitality, the integration of robots is becoming increasingly prevalent. Two recent studies have shed light on the factors influencing consumer intention to adopt hotel service robots, particularly a robot named Godspeed.
The studies, conducted using online surveys and laboratory experiments with biosensors, have revealed that human-robot interaction dimensions play a significant role in consumer responses. Key factors include anthropomorphism, perceived intelligence, and perceived security, which collectively shape how consumers trust and relate to these robots in a hospitality context.
Anthropomorphism, the extent to which consumers attribute human-like characteristics to robots, is a crucial factor. When hotel service robots exhibit human-like features or behaviors, consumers are more likely to feel comfortable, engage positively, and intend to use the technology. This emotional connection and acceptance are facilitated by making robots appear more relatable and less mechanical.
Perceived intelligence, or a consumer's perception of a robot's ability to understand, process information, and perform tasks accurately, also significantly influences adoption. High perceived intelligence enhances trust in the robot's capabilities to meet service expectations, reducing uncertainty about its functions. This is particularly relevant to the robot's competency in handling complex or personalized tasks such as check-in, concierge services, or problem-solving.
Perceived security, or trust in the safety and privacy of interacting with service robots, is another important factor. Concerns about data security, privacy, and physical safety must be addressed to encourage adoption. If users believe service robots are secure and protect their personal information, they are more likely to intend to use them.
In the context of hotel management, a service robot named Godspeed is under scrutiny. However, the studies do not explicitly mention the influence of anthropomorphism, perceived intelligence, or perceived security on Godspeed's adoption. Instead, they focus on human-robot interaction dimensions with Godspeed.
Interestingly, Study 1 provides insights into consumer intention to adopt hotel service robots, revealing differences between NAO and Relay in consumer intention to adopt. NAO's adoption is dependent on anthropomorphism and perceived security, while Relay's adoption is influenced by perceived intelligence and the importance of service operation in hotel experiences. Study 2 also supports the perceived intelligence of Relay.
These findings have important implications for the hospitality industry regarding the design and implementation of hotel service robots. By understanding the psychological factors influencing consumer intention, hospitality providers can create robots that are more appealing, trustworthy, and effective in delivering services. However, the studies do not provide specific implications for Godspeed's design and implementation.
In conclusion, enhancing the human-like qualities of robots, demonstrating advanced intelligent capabilities, and ensuring security and privacy protections are key drivers for consumers to accept and adopt hotel service robots. As the hospitality industry continues to evolve, the role of these psychological factors will undoubtedly become even more significant in shaping the future of service delivery.
Consumers' trust and acceptance of hotel service robots, such as Godspeed, could be fostered by incorporating human-like qualities, demonstrating advanced intelligence, and ensuring enhanced security and privacy protections. The extent to which consumers perceive robots as intelligent and secure emerged as significant factors influencing their intention to adopt the technology.
