Service task compatibility for human staff vs. service robots: Roles of product type and brand level

IF 9.9 1区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

International Journal of Hospitality Management Pub Date : 2024-10-15 DOI:10.1016/j.ijhm.2024.103952

Seonjeong (Ally) Lee , Haemoon Oh

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引用次数: 0

Abstract

This study explores when customers prefer service staff to service robots, or vice versa, based on uncertainty reduction theory. This study also investigates the moderating role of product type and brand level in the relationship between service agent type and experience satisfaction through perceived credibility and customer attitude. Two 2×2 between-subject experiments were conducted to test the moderated serial mediation models with product type in Study 1 and brand level in Study 2. Results show that customers tend to show higher experience satisfaction via perceived credibility and attitude toward the service agent type when they interact with service staff for inquiries of experiential products and upscale brands, compared to material products and casual brands. The study offers ways to maximize customer experience satisfaction by interactively and optimally deploying service agents and service robots for guest recommendation services, depending on the type of product and the level of brand.

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人类员工与服务机器人的服务任务兼容性：产品类型和品牌水平的作用

本研究基于不确定性减少理论，探讨了顾客何时更喜欢服务人员而不是服务机器人，反之亦然。本研究还通过感知可信度和顾客态度，探讨了产品类型和品牌水平在服务人员类型与体验满意度之间的调节作用。研究一和研究二分别进行了两个 2×2 的主体间实验，以检验产品类型和品牌水平的调节串联中介模型。结果表明，与物质产品和休闲品牌相比，顾客在与服务人员互动咨询体验产品和高档品牌时，往往会通过感知可信度和对服务人员类型的态度表现出更高的体验满意度。这项研究提供了根据产品类型和品牌级别，通过互动和优化配置服务人员和服务机器人来为客人提供推荐服务，从而最大限度地提高客户体验满意度的方法。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Hospitality Management HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

21.20

自引率

9.40%

发文量

218

审稿时长

85 days

期刊介绍： The International Journal of Hospitality Management serves as a platform for discussing significant trends and advancements in various disciplines related to the hospitality industry. The publication covers a wide range of topics, including human resources management, consumer behavior and marketing, business forecasting and applied economics, operational management, strategic management, financial management, planning and design, information technology and e-commerce, training and development, technological developments, and national and international legislation. In addition to covering these topics, the journal features research papers, state-of-the-art reviews, and analyses of business practices within the hospitality industry. It aims to provide readers with valuable insights and knowledge in order to advance research and improve practices in the field. The journal is also indexed and abstracted in various databases, including the Journal of Travel Research, PIRA, Academic Journal Guide, Documentation Touristique, Leisure, Recreation and Tourism Abstracts, Lodging and Restaurant Index, Scopus, CIRET, and the Social Sciences Citation Index. This ensures that the journal's content is widely accessible and discoverable by researchers and practitioners in the hospitality field.