Customers Satisfaction on Robots, Artificial Intelligence and Service Automation (RAISA) in the Hotel Industry: A Comprehensive Review

Abstract

Due to the 4th Industrial Revolution, Artificial Intelligence and other internet technologies such as RAISA (Robots, Artificial Intelligence and Service Automation) have been adopted in various industries, including the hospitality and tourism industry. As the industry traditionally offers services through manual labor force, more companies adopt RAISA through a commercial service in the form of chatbots, delivery robots, robot concierge, conveyor restaurants, self-service information/check-in/check-out kiosks, and many others. The current academic resources mainly focus on customer perception or evaluation of robots themselves, and few studies link robot services with customers’ overall experience of hospitality services. This study aims to evaluate the current status of RAISA studies in the hotel industry and propose directions for future research. Thirty-seven articles were identified from Google Scholar. These articles were reviewed from four perspectives, namely, journal/year distribution, methodology, research context, theoretical foundation. Findings reveal that most studies on RAISA in the hotel industry focus on RAISA’s impacts on the hotel industry, RAISA service quality, customer acceptance of RAISA service, customer satisfaction and factors influencing Customers’ Satisfaction on RAISA Service and quantitative approach is the dominant research method. To this end, five research directions cover outstanding themes as follows: 1) strategic assessment of RAISA performance, 2) hotel financial impacts on RAISA employment, 3) customers’ satisfaction and RAISA service quality, 4) macro environment impacts on RAISA in hotels, and 5) premium determinants on customers’ acceptance on RAISA.