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Can Consumer Citizenship Behavior be Created Using Service Robots in Luxury Hospitality Services?


Affiliations
1 New Delhi Institute of Management, Tughlaqabad Institutional Area, New Delhi -110 062, Heard Island and McDonald Islands
2 FOSTIIMA Business School, Dwarka, New Delhi - 110 077, India
3 Jaipuria Institute of Management, Indore - 453 771, Madhya Pradesh, India
4 University of Helsinki, Helsinki, Finland
     

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Purpose : This study sought to increase an understanding of consumer citizenship behavior through the service quality of AI-mediated service robots (SR) in the luxury hotel context. Since the expectations and demands from luxury customers are different, this paper studied the effect of service quality provided by robots on customer citizenship behavior.

Methodology : In the initial phase, qualitative research was conducted by interviewing people who had experienced SR in luxury hospitality settings. The second phase of the study was conducted based on the respondents’ themes. In the second phase, video clips of robots performing tasks like concierge and front-desk employees were shown to understand the customers’ perceptions.

Findings : The study’s findings showcased the importance of communication quality between the inorganic service agent and humans. Simultaneously, the factors like problem-solving and trendiness did not have a positive impact on service quality. However, an interesting finding was that the perception of robot service quality positively affected consumer citizenship behavior in the luxury hotel context.

Practical Implications : Luxury hotels have deployed SR in their operations in developed economies. Luxury hotels are renowned for their service quality, and by deploying SR, they are entering a new service industry domain. The results of this study showcased that communication ability, competence, and quality are significant factors in perceiving high-service quality by luxury consumers.

Originality/Value : The research explored the impact of service robots in the luxury hospitality industry on consumer citizenship behavior toward the hospitality organization. The study empirically validated the essential factors for creating citizenship behavior among luxury patrons.


Keywords

Service Robots, Luxury Hotel Services, Service Quality Perception, Consumer Citizenship Behavior.

Paper Submission Date : June 5, 2022 ; Paper sent back for Revision : September 15, 2022 ; Paper Acceptance Date : October 3, 2022 ; Paper Published Online : April 15, 2023

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  • Can Consumer Citizenship Behavior be Created Using Service Robots in Luxury Hospitality Services?

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Authors

Gautam Agrawal
New Delhi Institute of Management, Tughlaqabad Institutional Area, New Delhi -110 062, Heard Island and McDonald Islands
Savita Sodhi
FOSTIIMA Business School, Dwarka, New Delhi - 110 077, India
Amiya Kumar Mohapatra
Jaipuria Institute of Management, Indore - 453 771, Madhya Pradesh, India
Krishna Raj Bhandari
University of Helsinki, Helsinki, Finland

Abstract


Purpose : This study sought to increase an understanding of consumer citizenship behavior through the service quality of AI-mediated service robots (SR) in the luxury hotel context. Since the expectations and demands from luxury customers are different, this paper studied the effect of service quality provided by robots on customer citizenship behavior.

Methodology : In the initial phase, qualitative research was conducted by interviewing people who had experienced SR in luxury hospitality settings. The second phase of the study was conducted based on the respondents’ themes. In the second phase, video clips of robots performing tasks like concierge and front-desk employees were shown to understand the customers’ perceptions.

Findings : The study’s findings showcased the importance of communication quality between the inorganic service agent and humans. Simultaneously, the factors like problem-solving and trendiness did not have a positive impact on service quality. However, an interesting finding was that the perception of robot service quality positively affected consumer citizenship behavior in the luxury hotel context.

Practical Implications : Luxury hotels have deployed SR in their operations in developed economies. Luxury hotels are renowned for their service quality, and by deploying SR, they are entering a new service industry domain. The results of this study showcased that communication ability, competence, and quality are significant factors in perceiving high-service quality by luxury consumers.

Originality/Value : The research explored the impact of service robots in the luxury hospitality industry on consumer citizenship behavior toward the hospitality organization. The study empirically validated the essential factors for creating citizenship behavior among luxury patrons.


Keywords


Service Robots, Luxury Hotel Services, Service Quality Perception, Consumer Citizenship Behavior.

Paper Submission Date : June 5, 2022 ; Paper sent back for Revision : September 15, 2022 ; Paper Acceptance Date : October 3, 2022 ; Paper Published Online : April 15, 2023


References





DOI: https://doi.org/10.17010/ijom%2F2023%2Fv53%2Fi4%2F172687