The impact of service robots on customer satisfaction online ratings: The moderating effects of rapport and contextual review factors

IF 8.9 2区管理学 Q1 BUSINESS

Psychology & Marketing Pub Date : 2023-09-16 DOI:10.1002/mar.21903

Matteo Borghi, Marcello M. Mariani, Rodrigo P. Vega, Jochen Wirtz

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Abstract

Abstract Recent research has established a positive relationship between the use of service robots powered by artificial intelligence in hospitality firms and customer satisfaction online ratings, a particularly important form of electronic word of mouth. However, it is not clear if and how this relationship is augmented or diminished by moderating factors. In this study, we examined four potential moderators by using machine learning and natural language processing techniques to analyze 20,166 online reviews of hotels that had implemented service robots. We had four key findings. First, a positive service robot‐satisfaction rating relationship was further enhanced by improved customer‐service robot rapport during the service encounter. Second, higher customer effort focused on service robots in a review reduced the service robot‐satisfaction rating relationship. Third, posting reviews using a mobile device (vs. other devices) showed higher satisfaction ratings. Finally, customers' prior experience in writing online reviews was unrelated to the service robot‐satisfaction rating relationship. Taken together, these results suggest that service robots should be designed to be interactive and encourage customers to build rapport, for example, by service robots engaging in conversational flows. Moreover, customers should be nudged to use their mobile devices to post timely reviews on their positive human–robot interactions.

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服务机器人对顾客满意度在线评分的影响:融洽关系和情境评价因素的调节作用

最近的研究表明，酒店公司使用人工智能服务机器人与客户满意度在线评级(一种特别重要的电子口碑形式)之间存在正相关关系。然而，目前尚不清楚这种关系是否以及如何通过调节因素增强或减弱。在这项研究中，我们通过使用机器学习和自然语言处理技术，分析了20,166条对部署了服务机器人的酒店的在线评论，研究了四种潜在的版主。我们有四个主要发现。首先，在服务过程中，通过改善客户与服务机器人之间的融洽关系，服务机器人与满意度评级之间的积极关系得到了进一步加强。其次，客户在评论中对服务机器人的关注程度越高，服务机器人与满意度评级之间的关系就越低。第三，使用移动设备(相对于其他设备)发表评论显示出更高的满意度。最后，客户先前撰写在线评论的经验与服务机器人与满意度评级的关系无关。综上所述，这些结果表明，服务机器人应该被设计成具有互动性，并鼓励客户建立融洽的关系，例如，通过服务机器人参与对话流程。此外，应该鼓励客户使用他们的移动设备及时对他们积极的人机交互发表评论。

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来源期刊

Psychology & Marketing Multiple-

CiteScore

12.10

自引率

20.90%

发文量

127

期刊介绍： Psychology & Marketing (P&M) publishes original research and review articles dealing with the application of psychological theories and techniques to marketing. As an interdisciplinary journal, P&M serves practitioners and academicians in the fields of psychology and marketing and is an appropriate outlet for articles designed to be of interest, concern, and applied value to its audience of scholars and professionals. Manuscripts that use psychological theory to better understand the various aspects of the marketing of products and services are appropriate for submission.