Original scientific paper
https://doi.org/10.20867/thm.32.2.12
The role of service robots in enhancing customer experience and satisfaction in the hospitality industry
Rimple Manchanda
orcid.org/0000-0002-7374-3388
; Manav Rachna University, Faridabad, India and Oxford Business College, United Kingdom
*
* Corresponding author.
Abstract
Purpose – The purpose of this study is to explore the adoption of service robots in the hospitality
industry and its impact on customer satisfaction. Key factors such as perceived usefulness,
perceived ease of use, human-robot interaction, and service quality are investigated to understand
the influence of automation on consumer experience.
Methodology/Design/Approach – The mode of approach was quantitative survey-based, gathering
feedback from hospitality customers who have interacted with service robots. The study was
conducted in hospitality establishments in India, that have adopted the service robots. Regression
analysis was used to analyse the relationship that the identified factors have with customer
satisfaction.
Findings – Results show that the perceived ease of use and service quality have significant impacts
on customer satisfaction, and human-robot interaction plays a moderating role. Customers tend
to perceive service robots favourably when they are efficient, seamless, and high-quality in their
service. However, emotional and interactive elements are still a challenge for full acceptance.
Originality of the research – This research extends the TAM and Service Quality Theory to the
hospitality sector, with new insights into a customer’s perception of service robots. It contributes
to academic literature by establishing a link between automation, service quality, and customer
experience in a highly dynamic industry.
Keywords
Hrčak ID:
346470
URI
Publication date:
4.3.2026.
Visits: 34 *