What the paper studied
The paper examines what encourages inexperienced consumers to use service robots in unstaffed hotels, where human assistance may be unavailable or replaced by automation. It focuses on automated social presence – the sense of social interaction conveyed by a robot – and sense of agency, meaning consumers’ feeling that their actions influence service outcomes.
The researchers developed a model combining these concepts with social evaluation theory. Evidence came from four scenario-based experiments, an online survey, and a service-mode preference study. The research also examined whether having other consumers nearby changes the relationship between robot interaction, perceived control, and willingness to use the service.
Key findings
- Automated social presence increased consumers’ intention to use service robots. This relationship operated both directly and through a stronger sense of agency.
- The presence of other consumers weakened the positive effect of automated social presence on sense of agency. This, in turn, weakened consumers’ intention to use service robots.
- The findings concern inexperienced consumers and usage intentions. The supplied abstract does not establish effects on actual adoption, check-in speed, guest satisfaction, staffing costs, or hotel revenue.
Why it matters for hospitality
For an unstaffed hotel, installing a capable robot is only part of the service challenge. Guests also need to understand how to interact with it and feel that their choices produce understandable results. A socially engaging interaction may help, particularly when guests are unfamiliar with the process, but it does not remove the need for clear instructions and feedback.
The surrounding environment matters too. A robot positioned in a busy lobby may create a different experience from the same robot in a less exposed service area. The findings suggest that hotels should consider guest flow, queue arrangements, and observation by other guests alongside interface design. Complete physical isolation is not necessarily required; the supplied implications emphasize reducing social pressure and providing sufficient personal space.
These are primarily guest-experience and service-design considerations, not evidence that robots can replace every frontline function. The submitted implications also highlight accessible alternatives and support for exceptions, especially for guests with limited technology experience.
Practical takeaways
- Match interaction design to the task and user experience. First-time check-in, identity verification, and service inquiries may benefit from supportive language, voice, and timely interactive feedback.
- Make progress visible. Explain the current service stage, what each action will do, and which steps remain so guests can connect their choices with outcomes.
- Plan the service area carefully. Avoid unnecessarily crowded robot-service locations, organize queues, and limit close observation while allowing enough personal space.
- Design for recovery. When a task fails, explain the problem and offer feasible alternatives rather than leaving guests at a dead end.
- Preserve accessible support. Use intuitive interfaces and clear instructions, and consider redeploying employees to help with difficulties and exceptions that automation cannot resolve.
Taken together, the findings support designing robot services around guest control and the social setting – not simply adding more human-like interaction.