호텔 서비스 로봇의 의인화 수준이 로봇 서비스품질 기대에 미치는 영향

Abstract

With the advent of artificial intelligence, more service robots are used to provide various services. As the use of service robots increases, anthropomorphic service robots, rather than simple machines, have been introduced to the hotel industry, and the social interactiveness of such anthropomorphic robots can improve consumers' perception of service quality. Therefore, this study aims to examine how perceived robot service quality differs based on the levels of hotel service robots ’anthropomorphism and customers' gadget-loving tendencies. According to the study results, first, the higher the anthropomorphism level of service robots, the higher the perceived robot service quality, namely in tenets like Automation, Personalisation and Efficiency. Second, looking at how gadget-loving tendency moderated the relationship between the levels of service robots’ anthropomorphism and the expected robot service quality, this study confirmed a significant interaction effect of Automation, Efficiency, and Precision. This study expands the scope of service robot research by categorizing hotel service robots by their anthropomorphism level and verifying differences in consumer perceptions; improves the understanding of consumer behavior by segmenting consumers by their gadget-loving tendencies; and provides a basis for designing hotel service robots to increase consumer satisfaction.