Strategizing human-robot role matrix: balancing automation and human touch
Dan Jin, Yu Fang, Yongguang Zou · Journal of Hospitality Marketing & Management · 2025
This article uses a multi-method approach, integrating qualitative content analysis and quantitative experimental design to provide comprehensive insights into customer preferences and experiences with service robots. Study 1 explores the balance between automation and the human touch, finding that service robots can enhance efficiency but must be carefully managed to meet customer expectations. Study 2 examines the impact of service intensity on attitude certainty, revealing that high intensity can lead to cognitive overload and sociotechnical blindness, while low intensity enhances positive perceptions of both robots and human agents. Study 3 investigates the differentiation between robot and human agent performance, highlighting that high service intensity exacerbates concerns about job displacement and impacts customer attitudes. The findings emphasize the importance of role clarity, managing service intensity, and addressing sociotechnical blindness to ensure the successful integration of service robots, ultimately enhancing service quality and customer satisfaction.