Original scientific paper
https://doi.org/10.20867/thm.30.3.6
Service robots in the hotel industry: Customer acceptance among international and local hotel brand
Rachel Dyah Wiastutti
; Associate Professor, Bina Nusantara University, Indonesia Hotel Management Department
*
Stella Nathalia Ignacia
; Hospitality Practitioner Les Roches Global Hospitality Education Postgraduate Studies, Switzerland
Lusiana Dwi Angraini
; Hospitality Practitioner Bina Nusantara University, Indonesia Hotel Management Department
Anwari Masatip
; Associate Professor Politeknik Pariwisata Palembang, Indonesia Hospitality Management Department
Enos Julvirta Sinuraya
; Assistant Professor Politeknik Pariwisata Palembang, Indonesia Hospitality Management Department
* Corresponding author.
Abstract
Purpose – This study aims to explore the customer acceptance of service robots in the hotel
industry. Four determinants are analysed: perceived privacy, novelty value, service robots
appearance, and attitudes towards service robots. The differences in customer acceptance
between international and local hotel brands are also presented, along with the genders’
distinctive results.
Methodology – The study was conducted in Indonesia, involving 120 respondents who had
prior experience staying in the hotel. Data was gathered from May to June 2022 through
online questionnaires and analyzed using structural equation modeling with SmartPLS.
Findings – Findings show that for international hotel customers, three determinants (perceived
privacy, novelty value, and appearance) simultaneously exert a greater influence on customer
attitude, compared to local hotel customers. In contrast, the service robots’ acceptance of local
hotel customers is influenced more by their attitude, than of international hotel customers.
Furthermore, male customers have proven that they have a higher value on all constructs in
this research, meaning higher acceptance and attitude, compared to their female counterparts.
Originality of the research – This study attempts to go beyond the hotel industry as a whole,
but is limited to both international and local hotel brands.
Keywords
Novelty value; Perceived privacy; Service robot acceptance; Service robot appearance; Service robots in hotels
Hrčak ID:
320748
URI
Publication date:
17.9.2024.
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