Are Future Professionals Willing to Implement Service Robots? Attitudes of Hospitality and Tourism Students towards Service Robotization
Abstract
:1. Introduction
2. Theoretical Background
2.1. Willingness to Use and Implement Robots
2.2. Expected Business Outcome (EBO)
2.3. Performance (PER)
2.4. Social Influence (SI)
2.5. Empathy (EMP)
2.6. Experience (EXP)
2.7. Tangibles (TG)
2.8. Service Assurance (SAR)
2.9. Reliability (REL)
2.10. Communication and Interaction (CAI)
3. Materials and Methods
3.1. Participants and Procedures
3.2. Survey Instrument
4. Results
5. Discussion and Conclusions
Author Contributions
Funding
Conflicts of Interest
References
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Construct | Item | Source |
---|---|---|
Experience (EXP) | Robot service is an innovative idea. | [62] |
It is entertaining being in the robot environment. | ** new | |
Watching robots performing their tasks is interesting. | ** new | |
Being served by robots is a memorable experience. | [43] | |
Robots are useful in enhancing experiences in a service environment. | [22] | |
The use of robot technology makes a service experience more enjoyable. | [22] | |
Expected Business Outcome (EBO) | The use of robots improves company revenue. | [62] |
The use of robots improves company competitiveness. | [62] | |
The use of robots improves efficiency of service processes. | [62] | |
The use of robots extends potential markets. | [62] | |
The use of robots reduces costs. | [62] | |
Service Assurance (SAR) | Customer services are safe with robots in a service environment. | [22] |
Robots in a service environment are programmed to cater to specific customers’ needs. | [22] | |
Actions of the robots are giving a feeling of trust. | [22] | |
The robots have sufficient knowledge about services. | [22] | |
Robots in a service environment are friendlier compared to human employees. | ** new | |
Empathy (EMP) | Robots in a service environment usually understand the specific needs of the customers. | [22] |
Robots in a service environment are available whenever it is convenient for customers. | [22] | |
* Robots cannot understand a customer’s emotions. | [43] | |
Robots pay individual attention to the customer. | [22] | |
Communication and Interaction (CAI) | Sharing information with robots in a service environment is easy. | [22] |
Information shared by robots in a service environment is easily understandable. | [22] | |
Information provided by robots is more consistent. | [3] | |
It is comfortable interacting with robots in a service environment. | [22] | |
It is more comfortable interacting with robots than humans in a service environment. | [22] | |
It is easier to interact with robots than humans in a service environment. | [22] | |
Tangibles (TG) | Robots in a service environment are part of the visually appealing setting. | [22] |
Robots in a service environment are offering the view of a modern-looking company. | [22] | |
Robots in a service environment visually look better than some human employees. | [22] | |
Robots have better hygienic practice. | ** new | |
Robots cannot transmit diseases to humans. | ** new | |
Social Influence (SI) | Using robots reflects a status symbol in my social networks (e.g., friends, family and coworkers). | [24] |
People who influence my behavior would want me to utilize robots. | [24] | |
People in my social networks who would utilize robots have more prestige than those who do not. | [24] | |
People whose opinions I value would prefer that I utilize robots. | [24] | |
People who are important to me would encourage me to utilize robots. | [24] | |
People in my social networks who would utilize robots have a high profile. | [24] | |
Reliability (REL) | Robots provide properly what customers ordered. | [22] |
Robots can carry out services properly. | [22] | |
* Robots can malfunction during service. | [43] | |
* Robots cannot do special requests/they work only in a programmed frame. | [43] | |
Performance (PER) | Robots are faster than human employees. | [43] |
Robots are more accurate than humans. | [3] | |
Robots provide more consistent service than humans. | [3] | |
Robots in a service environment enable the service to be more seamless | [22] | |
Willingness to Implement Service Robots (WISR) | Given the opportunity, I will implement service robots at work. | [3] |
Constructs | Variables | Factor Loadings | Cronbach’s α | Standardized Loadings | CR | AVE |
---|---|---|---|---|---|---|
Experience (EXP) | EXP 1 | 0.923 | 0.890 | 0.901 | 0.912 | 0.620 |
(Hypothesis 5) | EXP 2 | 0.879 | 0.856 | |||
EXP 3 | 0.865 | 0.812 | ||||
EXP 4 | 0.832 | 0.815 | ||||
EXP 5 | 0.827 | 0.800 | ||||
EXP 6 | 0.790 | 0.823 | ||||
Expected Business Outcome (EBO) | EBO1 | 0.895 | 0.867 | 0.811 | 0.952 | 0.635 |
(Hypothesis 1) | EBO2 | 0.870 | 0.789 | |||
EBO3 | 0.869 | 0.770 | ||||
EBO4 | 0.854 | 0.816 | ||||
EBO5 | 0.812 | 0.798 | ||||
Service Assurance (SAR) | SAR1 | 0.951 | 0.852 | 0.847 | 0.918 | 0.814 |
(Hypothesis 7) | SAR2 | 0.897 | 0.851 | |||
SAR3 | 0.844 | 0.796 | ||||
SAR4 | 0.780 | 0.758 | ||||
Empathy (EMP) | EMP1 | 0.856 | 0.817 | 0.841 | 0.905 | 0.790 |
(Hypothesis 4) | EMP2 | 0.832 | 0.802 | |||
EMP3 | 0.798 | 0.745 | ||||
EMP4 | 0.756 | 0.777 | ||||
Communication and Interaction (CAI) | CAI1 | 0.902 | 0.897 | 0.874 | 0.913 | 0.678 |
(Hypothesis 9) | CAI2 | 0.900 | 0.912 | |||
CAI3 | 0.858 | 0.847 | ||||
CAI4 | 0.852 | 0.843 | ||||
CAI5 | 0.795 | 0.800 | ||||
CAI6 | 0.752 | 0.769 | ||||
Tangibles (TG) | TG1 | 0.888 | 0.847 | 0.847 | 0.915 | 0.801 |
(Hypothesis 6) | TG2 | 0.861 | 0.831 | |||
TG3 | 0.832 | 0.785 | ||||
TG4 | 0.814 | 0.789 | ||||
TG5 | 0.801 | 0.777 | ||||
TG6 | 0.785 | 0.760 | ||||
Social Influence (SI) | SI1 | 0.882 | 0.837 | 0.848 | 0.901 | 0.654 |
(Hypothesis 3) | SI2 | 0.865 | 0.862 | |||
SI3 | 0.854 | 0.781 | ||||
SI4 | 0.809 | 0.765 | ||||
SI5 | 0.800 | 0.739 | ||||
SI6 | 0.785 | 0.796 | ||||
Reliability (REL) | REL1 | 0.832 | 0.820 | 0.821 | 0.893 | 0.612 |
(Hypothesis 8) | REL2 | 0.819 | 0.796 | |||
REL3 | 0.807 | 0.762 | ||||
REL4 | 0.802 | 0.826 | ||||
Performance (PER) | PER1 | 0.901 | 0.889 | 0.879 | 0.916 | 0.637 |
(Hypothesis 2) | PER2 | 0.898 | 0.835 | |||
PER3 | 0.880 | 0.866 |
EXP | EBO | SAR | EMP | CAI | TG | SI | REL | PER | |
---|---|---|---|---|---|---|---|---|---|
EXP | 0.620 | ||||||||
EBO | 0.421 | 0.635 | |||||||
SAR | 0.475 | 0.580 | 0.814 | ||||||
EMP | 0.458 | 0.498 | 0.550 | 0.790 | |||||
CAI | 0.370 | 0.423 | 0.463 | 0.623 | 0.678 | ||||
TG | 0.580 | 0.562 | 0.542 | 0.589 | 0.527 | 0.801 | |||
SI | 0.420 | 0.485 | 0.325 | 0.374 | 0.333 | 0.356 | 0.654 | ||
REL | 0.357 | 0.601 | 0.523 | 0.536 | 0.466 | 0.412 | 0.318 | 0.612 | |
PER | 0.425 | 0.523 | 0.477 | 0.489 | 0.374 | 0.423 | 0.478 | 0.311 | 0.637 |
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Ivkov, M.; Blešić, I.; Dudić, B.; Pajtinková Bartáková, G.; Dudić, Z. Are Future Professionals Willing to Implement Service Robots? Attitudes of Hospitality and Tourism Students towards Service Robotization. Electronics 2020, 9, 1442. https://doi.org/10.3390/electronics9091442
Ivkov M, Blešić I, Dudić B, Pajtinková Bartáková G, Dudić Z. Are Future Professionals Willing to Implement Service Robots? Attitudes of Hospitality and Tourism Students towards Service Robotization. Electronics. 2020; 9(9):1442. https://doi.org/10.3390/electronics9091442
Chicago/Turabian StyleIvkov, Milan, Ivana Blešić, Branislav Dudić, Gabriela Pajtinková Bartáková, and Zdenka Dudić. 2020. "Are Future Professionals Willing to Implement Service Robots? Attitudes of Hospitality and Tourism Students towards Service Robotization" Electronics 9, no. 9: 1442. https://doi.org/10.3390/electronics9091442