1. Check-in at the Robo-desk: Effects of automated social presence on social cognition and service implications
- Author
-
Waldemar Toporowski, Werner H. Kunz, Vignesh Yoganathan, and Victoria-Sophie Osburg
- Subjects
Service (business) ,Service quality ,Check-in ,Strategy and Management ,05 social sciences ,Applied psychology ,Transportation ,Development ,Willingness to pay ,Social cognition ,Tourism, Leisure and Hospitality Management ,0502 economics and business ,050211 marketing ,Psychology ,Competence (human resources) ,050212 sport, leisure & tourism ,050203 business & management ,Humanoid robot ,Low technology - 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-a-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.
- Published
- 2021
- Full Text
- View/download PDF