Customer acceptance of service robots under different service settings

IF 3.9 3区管理学 Q2 BUSINESS

Journal of Service Theory and Practice Pub Date : 2022-11-30 DOI:10.1108/jstp-06-2022-0127

Yi Li, Chongli Wang, Bo Song

{"title":"Customer acceptance of service robots under different service settings","authors":"Yi Li, Chongli Wang, Bo Song","doi":"10.1108/jstp-06-2022-0127","DOIUrl":null,"url":null,"abstract":"PurposeThis paper investigates the reasons for the differences in customers' acceptance of service robots (CASR) in actual experience and credence service settings for the following two aspects: (1) different antecedents affecting CASR and (2) different customer perceptions of their own characteristics (role clarity and ability) and service robot characteristics (anthropomorphism and ability).Design/methodology/approachThe data were collected using online surveys in an experience service setting (Hotel, N = 426) and a credence service setting (Hospital, N = 406). Differences in experience and credence service settings were examined using two statistical methods, namely, PLS-SEM to test the differences in antecedents affecting CASR and independent-samples t-tests to test the differences in customer perceptions of their own characteristics and service robot characteristics.FindingsThe results indicate that customers in an experience (vs credence) service setting have stronger positive attitudes toward and a greater intention to use service robots. Further, this paper finds there are two key reasons for the differences in CASR. The first is different antecedents. Perceived usefulness is positively influenced by the anthropomorphism of a service robot and customer ability in the experience service setting, but is influenced not in the credence service setting. Conversely, service robot autonomy positively relates to perceived ease of use in the credence service setting, but does not in the experience service setting. The second reason for CASR differences is different customer perceptions. Customers' ability and perceived ease of use are higher, while their perception of anthropomorphism of the service robot is lower in the experience (vs credence) service setting.Originality/valueThis study helps explain why there are differences in the CASR in different settings and presents two perspectives: (1) antecedents' affecting CASR and (2) customer perceptions of their own as well as service robot characteristics.","PeriodicalId":47021,"journal":{"name":"Journal of Service Theory and Practice","volume":" ","pages":""},"PeriodicalIF":3.9000,"publicationDate":"2022-11-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Service Theory and Practice","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1108/jstp-06-2022-0127","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}

引用次数: 1

Abstract

PurposeThis paper investigates the reasons for the differences in customers' acceptance of service robots (CASR) in actual experience and credence service settings for the following two aspects: (1) different antecedents affecting CASR and (2) different customer perceptions of their own characteristics (role clarity and ability) and service robot characteristics (anthropomorphism and ability).Design/methodology/approachThe data were collected using online surveys in an experience service setting (Hotel, N = 426) and a credence service setting (Hospital, N = 406). Differences in experience and credence service settings were examined using two statistical methods, namely, PLS-SEM to test the differences in antecedents affecting CASR and independent-samples t-tests to test the differences in customer perceptions of their own characteristics and service robot characteristics.FindingsThe results indicate that customers in an experience (vs credence) service setting have stronger positive attitudes toward and a greater intention to use service robots. Further, this paper finds there are two key reasons for the differences in CASR. The first is different antecedents. Perceived usefulness is positively influenced by the anthropomorphism of a service robot and customer ability in the experience service setting, but is influenced not in the credence service setting. Conversely, service robot autonomy positively relates to perceived ease of use in the credence service setting, but does not in the experience service setting. The second reason for CASR differences is different customer perceptions. Customers' ability and perceived ease of use are higher, while their perception of anthropomorphism of the service robot is lower in the experience (vs credence) service setting.Originality/valueThis study helps explain why there are differences in the CASR in different settings and presents two perspectives: (1) antecedents' affecting CASR and (2) customer perceptions of their own as well as service robot characteristics.

查看原文本刊更多论文

客户对不同服务设置下服务机器人的接受程度

本研究从以下两个方面探究顾客对服务机器人(CASR)在实际体验和信任服务设置中接受程度差异的原因:(1)影响CASR的前因不同;(2)顾客对自身特征(角色清晰度和能力)和服务机器人特征(拟人化和能力)的感知不同。设计/方法/方法通过在线调查在体验服务设置(酒店，N = 426)和信誉服务设置(医院，N = 406)中收集数据。采用两种统计方法，即PLS-SEM检验影响CASR的前因的差异，独立样本t检验检验顾客对自身特征和服务机器人特征感知的差异，检验体验和信任服务设置的差异。研究结果表明，在体验(与信任)服务环境中，客户对服务机器人的积极态度和使用意愿更强。此外，本文还发现了造成CASR差异的两个主要原因。首先是不同的前因。感知有用性在体验服务设置中受到服务机器人拟人化和客户能力的积极影响，但在信任服务设置中不受影响。相反，服务机器人的自主性在信任服务设置中与感知易用性呈正相关，但在体验服务设置中没有。CASR差异的第二个原因是不同的客户观念。在体验(与信任)服务设置中，客户对服务机器人的能力和感知易用性较高，而对服务机器人的拟人化感知较低。原创性/价值本研究有助于解释为什么在不同的环境下会有不同的CASR，并提出了两个观点:(1)前因对CASR的影响;(2)顾客对自己的感知以及服务机器人的特征。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文求助全文

来源期刊

Journal of Service Theory and Practice Multiple-

CiteScore

8.00

自引率

15.20%

发文量

期刊介绍： Formerly known as Managing Service Quality – Impact Factor: 1.286 (2015) – the Journal of Service Theory and Practice (JSTP) aims to publish research in the field of service management that not only makes a theoretical contribution to the service literature, but also scrutinizes and helps improve industry practices by offering specific recommendations and action plans to practitioners. Recognizing the importance of the service sector across the globe, the journal encourages submissions from and/or studying issues from around the world. JSTP gives prominence to research based on real world data, be it quantitative or qualitative. The journal also encourages the submission of strong conceptual and theoretical papers that make a substantive contribution to the scholarly literature in service management. JSTP publishes double-blind peer reviewed papers and encourages submissions from both academics and practitioners. The changing social structures and values, as well as new developments in economic, political, and technological fields are creating sea-changes in the philosophy, strategic aims, operational practices, and structures of many organizations. These changes are particularly relevant to the service sector, as public demand for high standards increases, and organizations fight for both market share and public credibility. The journal specifically addresses solutions to these challenges from a global, multi-cultural, and multi-disciplinary perspective.