'Facultad de Ciencias Economicas y Empresariales - USFX'
Abstract
This study aims to investigate the effects of hotel customers’ perceived utilitarian and hedonic
values on their intention to use service robots. In addition, the influences of innovativeness, ease of use and
compatibility on hotel customers’ perceived utilitarian and hedonic values were examined.
Design/methodology/approach – The data of the current study was collected from 11 countries
including the USA, UK, Turkey, Spain, Romania, Japan, Israel, India, Greece, Canada and Brazil. A structural
equation modeling was used to test the study hypotheses.
Findings – The results indicated that hotel customers’ intention to use service robots was positively
influenced by their utilitarian and hedonic value perceptions. In addition, customers’ perceptions of robots’
ease of use and compatibility had a positive impact on their perceived utilitarian and hedonic values.
Originality/value – The findings of the current study provide unique contributions in the context of
hospitality robotics technology adoption literature. In addition, this study provides valuable insights and
novel opportunities for hospitality decision-makers to capitalize on, as they strive to strategize the integration
of robot-based services into their operations.2022-2