Journal
JOURNAL OF HOSPITALITY MARKETING & MANAGEMENT
Volume 29, Issue 3, Pages 269-290Publisher
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
DOI: 10.1080/19368623.2019.1639095
Keywords
Service technology; self-service technology (SST); anthropomorphism; interdependent self-construal; technology self-efficacy; service failure
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Given the increasing presence of humanoid service robots at airports, hotels and restaurants, the current study investigates how consumers' interdependent self-construal and technology self-efficacy jointly influence their reactions to service machines with humanlike features in a service failure context. The results demonstrate that consumers show varying levels of dissatisfaction with a service failure caused by an anthropomorphic (vs. non-anthropomorphic) self-service machine depending on their levels of interdependent self-construal (high vs. low) and technology self-efficacy (high vs. low). The underlying mechanism is self-blame. The theoretical contributions to the existing service technology research and the emerging anthropomorphism literature are discussed. This research also provides practical guidelines to industry practitioners for more efficient usage of service robots in delivering customer service.
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