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.
| Original language | English |
|---|---|
| Pages (from-to) | 458-468 |
| Number of pages | 11 |
| Journal | Journal of Travel and Tourism Marketing |
| Volume | 36 |
| Issue number | 4 |
| DOIs | |
| Publication status | Published - 4 May 2019 |
Keywords
- Brand experience
- customer experience
- customer service
- hotel segment
- service robots
ASJC Scopus subject areas
- Tourism, Leisure and Hospitality Management
- Marketing