Are you ready for robot services? Exploring robot-service adoption behaviors of hotel-goers

This research aims to provide a meaningful discussion on hotels that want to start robot services by confirming the effect of consumer’s self-identity with robot technology on their intention to adopt robot services in the future. An exploratory and confirmatory factor analytic approach along with a structural analysis was utilized. Our findings revealed that the developed model satisfactory accounted for guests’ decision-making process for robot service adoption. Self-identity along with care, moral obligation, willingness, and attitude were key contributors to boosting intention to adopt robot services. Customer innovativeness and their uncertainty regarding using robot services played a crucial moderating role. The self-identity-based model that reflects the will to introduce eco-friendly electric products was successfully expanded. This study provides a sufficient understanding about the customers’ adopting decision for robot services. The findings of the research motivate hotel managers to hire service robots according to technological trends in the hotel industry.