酒店服务机器人拟人化对顾客服务满意度的影响分析

Impact of Anthropomorphism of Hotel Service Robots on Customer Service Satisfaction

摘要: 在AI技术的驱动下，人形服务机器人越来越多地被使用，也有越来越多的学者研究人形机器人的应用。目前大部分的研究主要集中在技术层面与服务机器人采纳研究。从顾客角度探讨服务机器人的不同拟人化维度及其对顾客服务质量和满意度的研究较少看到。为弥补这个不足，本文研究问题是服务机器人拟人化的不同维度与顾客服务满意度的关系分析。为此，本文拟基于期望确认模型等，从机器人拟人化的物理维度与心理维度构建研究模型，通过数据收集，在借助于偏最小二乘结构方程模型(PLS-SEM)方法进行实证研究。研究结果表明：机器人的语言拟人化和个性化可通过温暖和期望确认度，对服务满意度产生显著积极影响。然而，外观拟人化与自主性的影响暂未得到确认。这一研究为酒店的智能化服务发展提供了重要参考，有助于酒店优化服务模式，提高服务效率与服务体验，推动酒店行业在智能化时代不断创新发展。未来可进一步探索如何更好地发挥服务机器人的优势，以满足客户日益增长的需求。

Abstract: Driven by AI technology, humanoid service robots are increasingly used, and increasing scholars are studying the application of humanoid robots. Most of the current research focuses on the technical aspects with service robot adoption research. Fewer studies have been seen exploring the different anthropomorphic dimensions of service robots and their impact on customer service quality and satisfaction from a customer perspective. To fill this gap, the research question of this paper is to analyze the relationship between different dimensions of service robot anthropomorphism and customer service satisfaction. To this end, this paper proposes to construct a research model from the physical and psychological dimensions of robot anthropomorphism based on the Expectation Confirmation Model, etc., through data collection, and conduct an empirical study with the help of Partial Least Squares Structural Equation Modelling (PLS-SEM) method. The results of the study show that verbal anthropomorphism and personalization of robots can have a significant positive impact on service satisfaction through warmth and expectation confirmation. However, the impact of appearance anthropomorphisation and autonomy is not confirmed yet. This study provides an important reference for the development of intelligent services in hotels, which can help hotels optimize their service mode, improve service efficiency and service experience, and promote the hotel industry’s continuous innovation and development in the intelligent era. In the future, we can further explore how to better utilize the advantages of service robots to meet the growing needs of customers.