Examining the effects of robotic service on brand experience: the moderating role of hotel segment

Ambrose Pak Ho Chan, Vincent Wing Sun Tung

Research output: Journal article publicationJournal articleAcademic researchpeer-review

34 Citations (Scopus)


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 languageEnglish
Pages (from-to)458-468
Number of pages11
JournalJournal of Travel and Tourism Marketing
Issue number4
Publication statusPublished - 4 May 2019


  • Brand experience
  • customer experience
  • customer service
  • hotel segment
  • service robots

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Marketing

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