5,318
Views
124
CrossRef citations to date
0
Altmetric
Article

Examining the effects of robotic service on brand experience: the moderating role of hotel segment

& ORCID Icon
Pages 458-468 | Received 28 Aug 2018, Accepted 03 Jan 2019, Published online: 17 Feb 2019
 

ABSTRACT

This research investigates the effects of robotic service on guest evaluations of hotel brand experience, and examines the moderating effects of hotel segment via a 2 (service delivery video: human or robot) x 3 (hotel segment: budget, midscale, or luxury) between-subjects experimental design. The findings suggest higher levels of sensory and intellectual experience from robotic service but lower levels of affective experience. For behavioral experience, robotic service influenced a higher rating for midscale and budget hotels, but not for a luxury hotel. Overall, robotic service may not necessarily enhance brand experience as influenced by the moderating role of hotel segment.

Disclosure statement

No potential conflict of interest was reported by the authors.

Reprints and Corporate Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

To request a reprint or corporate permissions for this article, please click on the relevant link below:

Academic Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

Obtain permissions instantly via Rightslink by clicking on the button below:

If you are unable to obtain permissions via Rightslink, please complete and submit this Permissions form. For more information, please visit our Permissions help page.