Customer Attitude And Willingness To Reuse Of Hotel Service Robot

In recent years,China has steadily increased investment and support in advanced manufacturing technology.In 2006,the State Council issued the Outline of the National Medium-and Long-term Science and Technology Development Plan(2006-2020).Intelligent service robots are named as the leading technologies.In 2016,the State promulgated the "13th Five-Year Plan Outline" and proposed that should vigorously promote the progress of service robots and other applied robots and improve the commercial development of artificial intelligence technology in various fields.At the same time,the development of tourism has led to the demand for accommodation,enhanced the overall progress of the hotel industry,different characteristics hotels emerged,and the market competition increased fiercely.Improving competitiveness ability has become an effective way for hotel management and expanding market share.With the development and progress of the world economy,the era of experience economy has come quietly,and service has become hot point,service industry has gradually become an important part of the national economy.After experiencing rapid development,the hotel industry with prominent service attributes has entered a relatively mature stage of industry development.The gap has not only been limited to the competition of hardware facilities and price wars,but also brought into full play the corresponding service resources of its products through innovative consciousness and constant promotion of service innovation.Innovative service is an effective way for hotels to differentiate and maintain competitiveness in an increasingly fierce and saturated market.It is also because of this that hotel service innovation has begun to attract more and more attention.The progress of science and technology,the development of artificial intelligence,robotics and service automation have made remarkable achievements.Service robots have been applied to hotel service industry,which has also triggered heated discussions in the academic community.Technology as a new factor is greatly affecting service.As early as ten years ago,service automation has appeared and developed.For example,self-service machines,Hilton and many other hotels have introduced self-check-in machines.Customers can check in by self-service.However,due to the limitations of technology,there is no obvious difference between equipment and manual efficiency,and maintenance costs are high.The problem of low customer acceptance is also another reason why the process of automation is very slow.However,with the continuous iteration and development of artificial intelligence and robotics technology,it is not difficult to find that more service robots have entered the field of tourism and began to directly face consumers "engaged in reception services".Based on the above policy and industry environment,this paper focuses on customer experience,attitude and willingness to use hotel service robots again is essential core of the research,exploring the relationship between influencing factors,factors and terminal variables.The research aims are as follows:1.To clarity the significance of technology implication to the service innovation in the current development situation of hotel industry.2.Situation of service robots application to hotel in China;3.Explore the factors affect-ting willingness to use hotel service robot again;4.How these factors affect willingness to use hotel service robot again;5.How Hotel practitioners' attituades towards service robots;6.The reason to hotel apply service robot 7.What expectations do people have for the service of robots in hotel?8.The reasons why customers do not use service robots in the case of hotel application service robots.This article is based on the supply and demand sides of the hotel robot service,the robot service provider is the hotel practitioner who participates in the hotel robot service management,maintenance and assists in working together.This paper selected 10 hotel staff who used service robots "Run" in six cities of Shanghai,Suzhou,Hangzhou,Shenzhen,Shenyang and Dalian to conduct semi-structured interviews.The experiencer and demander of robot service are the customers who use or experience the hotel robot service.After two rounds of questionnaires,700 customers who used hotel service robots at Shenyang Amy International and Dalian Lunen Hilton conducted a questionnaire survey.According to the data screening and the statistical analysis of AMOS21.0 as well as SPSS24.0,413 questionnaires can be seen as valid questionnaires.Meanwhile,the behavior of customers who use robots service are observed and recorded by direct observation.Although domestic and foreign scholars have many research results in the fields of service innovation,customer experience,customer attitudes and willingness to re-use,few of them have combined these four sections to conduct an empirical research.Based on the innovation of high-end hotel service,this paper explores the application status and potential of hotel service robots and reveals the importance of robot technology introduction in the bottleneck of high-end hotels that have focused on refining the customer service experience.At the same time,according to the empirical research,this paper also explores the relationship between customer perceived value,service robot characteristics,social impact,the attitude of use and re-use will to find out the key impact on the experience of hotel service robots,especially the willingness to reuse,and customer expectations.The research which survey the customers' expectation and the reason why the customers did not use the service robot has important enlightenment and reference significance for the hotel operation and even the service robot industry.