Unveiling the Nexus: Service robot support and proactive customer service performance in hospitality industry

This study investigates the impact of service robot support on proactive customer service performance in the hospitality industry. Grounded in the proactive motivation model, the mediating role of self-efficacy, intrinsic motivation, and positive affect is examined, while introducing service task complexity as a crucial moderator. The findings reveal that service robot support positively influences employee psychological states, leading to enhanced proactive customer service performance. Importantly, the effectiveness of service robot support is contingent on the complexity of service tasks, with optimal effects in moderately complex scenarios. Contributions to the literature include a nuanced understanding of the cognitive and emotional processes associated with service robot support. Practical implications extend to hospitality managers, guiding strategic deployment and employee well-being initiatives in the evolving landscape of human-robot collaboration. As the hospitality industry navigates technological advancements, this research provides actionable insights for leveraging service robots to enhance customer service.