How to Increase the Customer Experience by the Usage of Remote Control Robot Concierge Solutions

The objective of this study was to understand how consumers react and respond to a service experience provided by the robot, Pepper. To form our predictions, we applied and tested an extended version of the technology acceptance model (TAM). For the method, pre-recorded gestures were used to attract people to interact with Pepper, and participants were asked to pose questions to the robot for 5 to 10 min. Then, we distributed a questionnaire to these participants to gather data on their impressions of the interaction. Based on a final sample of 180 respondents, we used structural equation modeling (SEM) to test our hypotheses. Our results showed the fundamental importance of Social Presence when it comes to the use of robots. Social presence had a direct positive effect on Usefulness, Trust, and Emotional Appeal, and significant indirect effects through all three paths on Intention to Use. Moreover, The Fear of Robots negatively impacted the Intention to Use. We also found that when people were in discussion with the robot, they completely forgot that a human concierge is controlling the robot from another place. This study provides important insights into how and why consumers react to a service-providing robot, which is an important stream of research as this technology becomes more feasibly implemented in the hospitality industry.