The Value of Service Robots from the Hotel Guest’s Perspective: A Mixed-Method Approach

Abstract Service robots (SR) are increasingly valued and embraced; they are here to stay. Research on collaborative intelligence to better understand robotic-human partnerships is scarce. To bridge that gap this study aimed to examine the value of SR from the guest’s perspective, thus gain a deeper understanding of the co-value creation process in the context of full-service hotels. A mixed-method design was used to capture the depth and breadth of perceived value of SR. Study 1 is a qualitative study probing consumers’ sense making regarding SR. Study 2 used structural equation modeling to test the hypotheses derived from Study 1. Results indicate that perceived privacy, functional benefits of SR, and robot appearance positively influence consumers’ attitude towards adoption of SR. Functional benefits and novelty had an impact on the individuals’ anticipated overall experience. Attitude and anticipated overall experience, in turn, enhanced consumers’ acceptance of SR. Implications, limitations, and future research are discussed.