Exploring Consumer-Robot interaction in the hospitality sector: Unpacking the reasons for adoption (or resistance) to artificial intelligence

Abstract

Over the years, service robots and artificial intelligence (AI) have been gaining traction in the hospitality sector for frontline service automation. Although a significant body of literature exists pertinent to AI services in the hospitality sector, the research on the AI service encounters and factors affecting the acceptance (or rejection) of AI services among consumers requires further attention. Against this background, the purpose of this study is to explore the underlying factors that influence the acceptance (or rejection) of AI and robotic services in the hospitality industry, specifically in the context of restaurants in Pakistan. This study adopted a case study approach and conducted semi-structured interviews with the users and non-users of AI/robotic services in restaurants. These interviews aimed to uncover the values, motives, and reasons that affect consumers' decisions to adopt or resist AI services. The findings revealed that, in addition to customer values and global motives, there also exist context-specific reasons that influence the adoption (or resistance) of robots and AI services in restaurants. This research is one of the first studies to explore the reasons for facilitating or inhibiting consumers' adoption of AI and robotic services in the Pakistani hospitality sector. The study's contribution lies in providing a nuanced understanding of the factors that affect consumer behavior toward AI and robotic services, which can inform the development and implementation of AI and robotic services in the hospitality industry.